Amnesty International Design & Branding IF YOUR FRIENDS WERE by J. Walter Thompson Caracas, Talent Marcel

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Industry Charities, Foundations, Volunteers, Human Rights
Media Design & Branding
Market Venezuela
Agency J. Walter Thompson Caracas
Director Manuel Gago, Vivian Días
Art Director Monica Carrero
Illustrator Matilde Lagos
Agency Talent Marcel
Released December 2011

Credits & Description

Category: Online Digital Design
Creative Vice President: Lennyn Salinas (JWT Caracas)
Creative Director/Copywriter: Christian Tufano (JWT Caracas)
Creative Director/Copywriter: María Fernanda Lares (JWT Caracas)
General Account Director: Tatiana Ferro (JWT Caracas)
Account Director: Jacqueline Blancheteau (JWT Caracas)
Art Director: Mónica Carrero (JWT Caracas)
Planning Director: Raquel Ruiz (JWT Caracas)
Illustrator: Matilde Lagos (JWT Caracas)
Animator: Alberto Hadyar (Titan Post)
Director: Vivian Días (Amnesty International)
Director: Manuel Gago (Amnesty International)
Music: Leonardo Borges (Rl Studio/JWT Caracas)
Music: Ricardo Sosa (Rl Studio)
Planner: Daniela Burger (JWT Caracas)
Planner: Juan D´Alta (JWT Caracas)
Media placement: Online Design - Internet / Facebook Connet - December 10, 2011

Describe the brief from the client
Amnesty International elaborates an annual report about the reality of human rights in each country of the world.

The Problem: Indifference.

If almost nobody cares about how many people suffer human rights violations, people will bother even less to read a report on the matter.

Describe the challenges and key objectives

To make people closer experience the reality of human rights in their country, to sensitise them, and invite them to act, by creating an attractive and easier method of communicating the information on Amnesty International Annual Report, without having to read it.

We wanted to broaden the scope of the audience reached by Amnesty International Reports and make more people aware of human rights' violations all over the world.

Describe how you arrived at the final design
We wanted to sensitise people with a powerful and striking design when people saw their friends and relatives´ Facebook avatars being victims of human rights violations. The photography in the background is related to each one of the human rights problems exposed in the project.

Give some indication of how successful the outcome was in the market
• More people felt related to the human rights situation and took action by signing different petitions and participating in Amnesty´s Annual Write-a-Thlon, increasing the amount of signatures by 8%.
• Users spent an average of 16 minutes on the application, comparing the statistics of their countries with the ones of other nations.
• People from 63 different countries used the application.
• increased its Facebook fans by 9%.
• The number of people that used the application was significantly higher than the number of downloads of the annual report.
• Many shared the information on social networks.