Human Rights Awareness: "LIGHT THE DARK" Direct marketing by SAATCHI & SAATCHI BERLIN

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: AMNESTY INTERNATIONAL
Product/Service: HUMAN RIGHTS AWARENESS
Agency: SAATCHI & SAATCHI BERLIN
Date of First Appearance: Apr 20 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI BERLIN, GERMANY
Entry URL: http://www.amendegewinnenimmerdieguten.de/amnesty-international/light-the-dark_en
Creative Director: Sebastian Schier (Saatchi & Saatchi)
Creative Director: Peter Huschka (Saatchi & Saatchi)
Art Director, Director: Christian Bartsch (Saatchi & Saatchi)
Copywriter: Carlos Pabon (Saatchi & Saatchi)
Copywriter: Alescha Lechner (Saatchi & Saatchi)
Art Director: Mario Mueller (Saatchi & Saatchi)
Art Director: Peter Werner
Director of Photography: Lars Petersen
Sound: (Studio Funk)
Flash Development: Torben Friede (Studio B12)
Flash Development: Matthias Dehmel (Studio B12)
Account Manager: Amir Mirshahi (Saatchi & Saatchi)
Copywriter/Translation: Felix Stock (Saatchi & Saatchi)
Media placement: Website - www.light-the-dark.org - 20.04.2009
Media placement: Glowing Postcards - postcards - 03.05.2009
Media placement: Banner/Direct link - www.amnesty.de - 03.05.2009
Media placement: Twitter Messages - twitter.com/amnesty_de - 03.05.2009

Describe the brief/objective of the direct campaign.
Create special awareness and support for the fight against torture and abuse. Winning hearts and minds of new activists, donators, and anyone interested.

Explain why the creative execution was relevant to the product or service.
After this and as a sign of support the user can set up his own candle and be part of an ever-growing community against torture and abuse. Potential visitors were collected directly on the Amnesty International homepage, as well as in several Social Communities and via Tell-A-Friend.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In the beginning the web site takes the user to a dark room, where he can only hear the screams of a person that is being tortured. By holding a lighter in front of a webcam the user is able to project light into the dark room. This action exposes the aggressor and for the time the light is being projected, he goes away and stops torturing the victim.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
On average over 11,000 visits per day in during the campaign period from September 2009 through January 2010. So far over 4,000 candles have been set up.