Write for Rights is Amnesty International’s biggest human rights campaign. This year, the campaign is directed at youth—society’s true drivers of change—with the aim of raising their awareness about the reality of people living in countries where simply expressing their opinion or taking part in a protest can land them in jail.
To make sure the message resonated with students, we surprised them by sneaking our way into a common learning tool in Québec schools—dictations. We developed and recorded dictations of true present-day stories from the Write for Rights letter-writing campaign, with a hand from public figures beloved by that age group. Then we uploaded these recordings to Spotify so that teachers throughout the province could easily access them for free.
The kit was sent directly to 324 schools in Quebec.
Over 40,384 letters were sent by students.
AGENCIES: Cossette, Septième
CLIENT: Amnistie internationale Canada francophone
EXECUTIVE CREATIVE DIRECTOR: Anne-Claude Chénier
CREATIVE DIRECTOR: Geneviève Duquette
ASSOCIATE CREATIVE DIRECTOR: Alexandre Jutras
COPYWRITERS: François-Julien Rainville, Olivier Fortin, Chris Bélanger, Philippe Brassard
ACCOUNT DIRECTOR: Olivier Charbonneau
ACCOUNT SUPERVISOR: Justine Ouellet
PRODUCTION AGENCY: Septième – Vlada Zaitzev, Julie Beaudoin
MEDIA DESIGN DIRECTOR: Maude Larue
MEDIA: Béa Beaini
DIRECTOR: Olivier Jobin
SOUND ENGINEER: Théo Porcet
SOUND STUDIO: Cult Nation
