The problem:
Amnesty International used to have a strong student following but today it feels outdated and out of touch with young people
Amnesty International used to have a strong student following but today it feels outdated and out of touch with young people
who don’t see human rights as relevant to their lives.
To tackle this they’ve newly defined their brand ethos: taking injustice personally.
The Challenge:
Launch Taking Injustice Personally with a strategy, a big idea and creative executions.
My Solution: Essentials for Amnesty campaign
Students worldwide have a similar list of basic, essential items they use regularly but take for granted such as toilet roll,
To tackle this they’ve newly defined their brand ethos: taking injustice personally.
The Challenge:
Launch Taking Injustice Personally with a strategy, a big idea and creative executions.
My Solution: Essentials for Amnesty campaign
Students worldwide have a similar list of basic, essential items they use regularly but take for granted such as toilet roll,
stationary, contraception and technology etc.
The Essentials for Amnesty campaign will put human rights directly into the audience’s lives using a range of essential
The Essentials for Amnesty campaign will put human rights directly into the audience’s lives using a range of essential
student items, initially handed out at freshers fairs. Each item will reveal a different, personal violation relating to the object
and will be linked with a simple action the audience can take to raise awareness and show they take injustice personally.
TOILET ROLL= Dire sanitary and living conditions. MEMORY STICK= Bloggers jailed for expression.
CONDOM= Sexual and reproductive rights. NOTEBOOK= Right to an education.
TISSUES= Right to a family life, focusing on refugees. KEY CHAIN= Wrongful imprisonment and confinement.
BIN BAG= The right to live in dignity. PEN= Freedom of expression.
The physical promotion above and the online campaign promotion below will direct the audience to the campaign webpage on the
Amnesty International website.
On the campaign web-page, students can find a list of simple ways of fighting against injustice using their essential items as tools for
activism. They are then encouraged to share their essential actions through social media using the hash-tag #essentialforme.
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