Amnesty International: Trial by Timeline

Colenso BBDO/Proximity New Zealand

Entry Information

Country where program ran: N/A Online
Program start date: 10/24/12
Program end date: 12/31/13
Advertiser/Client Name: Amnesty International
Product/Service Description: Amnesty International is a worldwide movement of more than three million supporters, members and activists in more than 150 countries and territories who campaign to protect human rights. They have a vision of a world where every person enjoys all the rights enshrined in the Universal Declaration of Human Rights and other international human rights standards.
Category: Not-For-Profit (NFP)

Strategy

Business problem

Through sheer luck, New Zealanders live in the freest country on Earth. We're free to say what we're thinking, wear what we want, choose our own friends; even marry someone of the same sex – freedoms we take for granted. Amnesty International is a global movement of people who campaign to protect against human rights violations, most of which take place in countries outside of New Zealand. Consequently, in a country as fortunate as ours, their work is understood and supported by only a small group of people. There are two primary reasons for this: