Amnesty International DM VOICES FOR FREEDOM by Leo Burnett Iberia Madrid

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Industry Charities, Foundations, Volunteers, Human Rights
Media Direct marketing
Market Portugal
Agency Leo Burnett Iberia Madrid
Creative Director Erick Rosa, Renato Lopes, Fernando Duarte, Chacho Puebla
Art Director Luciana Cani, Thiago Arrighi
Copywriter Thiago Carvalho, Silvio Medeiros, Jaime Nascimento
Producer Ana Miranda
Editor Ricardo Fernandes, Ricardo Viana
Released April 2011

Credits & Description

Category: Best Low Budget Campaign
Date of First Appearance: Apr 27 2011
Entry URL:
Creative Director: Chacho Puebla/Erick Rosa/Renato Lopes (Leo Burnett Iberia)
Copywriter: Thiago Carvalho/Jaime Nascimento (Leo Burnett Iberia)
Art Director: Thiago Arrighi/Luciana Cani (Leo Burnett Iberia)
Account Director: Paula Lopes/Inês Almeida (Leo Burnett Iberia)
Account Executive: Fernanda Manso (Leo Burnett Iberia)
Production Company: (Bikini)
Production Director: Cristina Almeida (Leo Burnett Iberia)
Image Editor: Hugo Lage/Humberto Martins (Leo Burnett Iberia)
Sound Production: (Indigo)
Voices: Adelaide Sousa/Ian Velloza/Murray Tood
Producer: Ana Miranda
Editor: Ricardo Fernandes/Ricardo Viana
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Web - Amnesty Internet Website - 27/04/2011
Media placement: Mobile - Voice Mail - 27/04/2011

Describe the brief/objective of the direct campaign.
Amnesty International wanted to raise people's awareness on how human rights activists are being silenced by force. The strategy was to draw the attention from people who already have interest on the subject or who are connected to Amnesty International first. And then, use them as the medium to spread the message to the general public. Since it is a campaign for an NGO, it had to be done on a very low budget.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution was to ask people to donate their cell phone's voice mails and record one of the messages available at Amnesty Internationals website. Whenever they couldn't answer the phone, instead of a regular message, callers would hear a help request from one of the activists that are currently being silenced by force. Although there were no projected response rates, the outcome is what was expected: every day more and more people are helping the human rights voice to be louder. Not only by bringing people already connected to Amnesty International closer to it, but also by captivating new defenders for these human rights activists.

Explain why the creative execution was relevant to the product or service.

The solution was original and strong because it turned voice mails into direct marketing tools, delivering a message to callers and asking them to donate their voice mails as well, amplifying the campaign and getting new people to participate every day. And it was most appropriate to the brand because it's being done on a low budget, and high "viral" capacity, reaching more and more people directly every day.

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.
By turning people's voice mails into direct marketing tools, Amnesty International didn't have to reach out for its target. People would be hit by the message whenever they made a call and reached a supporter's voice mail. A considerable amount of people who are hit by the message end up going to the web site and donating their own voice mails. So with a very low investment, Amnesty International is building a whole new base of supporters, who don't just support a cause, but also help to spread it, acting as direct messengers themselves.