Amnesty International: Barbed wire

This case study explains how human rights advocacy charity Amnesty International used outdoor, digital and social media ads in Quebec, Canada to explain why signing petitions and making donations is so important to its work.

Agency: CossetteCountry: Canada

Overview

Amnesty International works to stop human rights abuses, but the concept of human rights is often too abstract for the general public to grasp. A key aspect of all Amnesty campaigns is collecting signatures from supporters. Activists involved with Amnesty International know that their signature on a petition can change lives. Unfortunately, many people still don't realize the impact a simple signature can have.

Campaign objective

Raising Quebecers' awareness of the organization meant appealing to their emotional side. With zero budget, we had to persuade the public that signing a petition and making...

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