Amnesty International Design & Branding SIGNATURES by DDB Puerto Rico


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Industry Charities, Foundations, Volunteers, Human Rights
Media Design & Branding
Market Puerto Rico
Agency DDB Puerto Rico
Creative Director Leslie Robles
Art Director José M.rivera
Copywriter Aníbal E. Quiñones
Illustrator José Pereira Torres
Released June 2010

Credits & Description

Category: Posters
Agency: DDB EJE
Date of First Appearance: Jun 6 2010
Entrant Company: DDB EJE, San Juan, PUERTO RICO
Chief Creative Officer: Enrique Renta (DDB EJE)
Creative Director: Leslie Robles (DDB EJE)
Art Director: José M.Rivera (DDB EJE)
Copywriter: Aníbal E. Quiñones (DDB EJE)
Illustrator: José Torres (Freelance)
Media placement: Police Brutality - Used To Gather Signatures On Concentration Against The Puerto Rico Police Department - 6 June 2010
Media placement: Women Abuse - Distributed In University Of Puerto Rico Campus - 9 August 2010
Media placement: Forced Evictions - Used On The Concentration Against Forced Evictions. - 17 October 2010
Media placement: Death Penalty - Use At Signature Event For World Coalition Against The Death Penalty - 10 October 2010
Media placement: Torture - Used During Amnesty's International Letter Marathon - 29 December 2010

Describe the brief from the client
Every year Amnesty International runs different urgent action campaigns where they seek signatures to support action towards different violations to human rights worldwide. The number of signatures gathered by action had been declining even with increased efforts.

Describe the challenges and key objectives
Convince people to become activists by signing for human rights. The biggest hurdle for this is that people are weary of signing paper, especially because they don’t understand how a signature can make a difference. A big problem for an organization that historically asks people to lend their signatures for a cause.

Describe how you arrived at the final design
The challenge was particularly interesting because it required not only changing people's behaviour, but also required a change in organizational behaviour. The mechanical process of collecting signatures had become an obstacle. Amnesty International needed to stop asking for signatures and start asking for actions. We transmitted the message using a new sheet to capture signatures. The new design graphically represents the human right violators facing off their victims. As people signed they intervened the assault as their signatures create a barrier between them. The design was also used as promotional posters and print ads for Amnesty's main concentrations.

Give some indication of how successful the outcome was in the market
As a result of this campaign, Amnesty International received an average of over 500 extra signatures per action elevating the number of activists by almost 25%.