How Amnesty International took on the UK government, and won

Henry Bilson

This case study shows how Amnesty International, a human rights activist group, built a social media campaign that successfully changed European law and raised awareness.

How Amnesty International took on the UK government, and won

Henry Bilson

Campaign details

Brand: Amnesty International UKBrand owner: Amnesty InternationalLead agency: VCCPContributing agencies: Forward MediaCountry: United KingdomIndustry: Charities & voluntary organisations,Government, social policyChannels used: Content marketing, Events & experiential, Online video, Outdoor, out-of-home, Print - general, unspecified, Public relations, Social media, Word of mouth, advocacyMedia budget: Up to 500k

Executive Summary

Founded in London in 1961, Amnesty International is the world's leading human rights activist group, tackling issues all over the globe. But in...

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