Amnesty International Digital, Case study Refugees Real-Time Tweet Responses [image] by Ogilvy & Mather London

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Refugees Real-Time Tweet Responses [image]

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Industry Human Rights
Media Digital, Interactive & Mobile, Case study
Market United Kingdom
Agency Ogilvy & Mather London
Chief Creative Officer G. Mick Mahoney
Senior Art Director Miguel Nunes
Senior Copywriter Simon Lotze
Producer Jodie Sibson Potts
Production Magnum Photos
Director Michael Christopher Brown, Moises Saman
Released October 2016


Cannes Lions 2017
PR Digital & Social: Real-Time Response Bronze Lion

Credits & Description

Title: Refugees Real-Time Tweet Responses
Agency: Ogilvy & Mather
Brand: Amnesty International
Country: United Kingdom
Entrant Company: Ogilvy & Mather, London
Advertising Agency: Ogilvy & Mather, London
Pr Agency: Ogilvy Public Relations, London
Production Company: Magnum Photos, London
Chief Creative Officer: Mick Mahoney (Ogilvy & Mather, London)
Senior Copywriter: Simon Lotze (Ogilvy & Mather, London)
Senior Art Director: Miguel Nunes (Ogilvy & Mather, London)
Chief Production Officer: Clare Donald (Ogilvy & Mather, London)
Producer: Jodie Sibson (Ogilvy & Mather, London)
Production Assistant: Chloe Brown (Ogilvy & Mather, London)
Managing Partner: Marina Banks (Ogilvy & Mather, London)
Account Director: Eon Schreuder (Ogilvy & Mather, London)
Account Director: Abigail Laursen (Ogilvy & Mather, London)
Account Manager: Tania Zorrilla (Ogilvy & Mather, London)
Chief Strategy Officer: Kevin Chesters (Ogilvy & Mather, London)
Planner: Chris Toumazis (Ogilvy & Mather, London)
Head Of Data & Analytics: Gareth Ham (Ogilvy Pr, London)
Head Of Media Strategy: Phil Reay-Smith (Ogilvy Pr, London)
Account Director: Michael Sheen (Ogilvy Pr, London)
Director, Photographer & Photo Journalist: Michael Christopher Brown (Magnum Photos)
Director, Photographer & Photo Journalist: Moises Saman (Magnum Photos)
Producer: Francesca Sears (Magnum Photos)
Producer: Tim Paton (Magnum Photos)
With a production budget of £50,000, one of our producers flew to the Kakuma camp in Kenya, and the other to the Shatila camp in Lebanon. In these dangerous locations, they found four refugees from each camp who were willing to share their story with the world.A “command centre” was set up at our agency to choose the outraged tweets. Using Brandwatch technology, tweets relating to the refugee crisis were selected based on predetermined filters. Approved tweets were sent to the producer in the camp best placed to record the response. An outraged tweet about child refugees, for instance, was responded to by Leila, a mother in Kenya’s Kakuma camp.Our media strategy was to use earned media, PR, news partnerships, retweets, shares – to direct all outraged users to the tweets on Amnesty International’s Twitter channel, and from there direct people to to take action.
Since the launch of the campaign on February 1st, and without a penny of paid media, our earned media and PR strategy helped our eight responses reach nearly 190 million people online.That’s 190 million people who were invited to take the injustices faced by refugees personally.The campaign was picked up by scores of publications: industry papers like PR Week and Campaign, magazines like Glamour, and broadsheet publishers like the Telegraph and the IBT.Our total social media reach stands at 4,313,417 and growing. The global petition garnered over 850,000 signatures and was presented to the United Nations on February 6th to pressure world leaders to share responsibility for welcoming their fair share of refugees into their countries.
To win meaningful change for refugees, and to inspire people to take action, the campaign’s success depended on an earned approach. The personalised video responses should not just be shareworthy. They also had to be newsworthy. We created a narrative that focussed on this campaign as a world first. We emphasised the human story telling at the heart of the tweets. And we leveraged celebrity to drive coverage – so when Hollywood actor Maggie Gyllenhaal tweeted about the refugee crisis, she got a personalised video response too. The strategy was rewarded when the tweets were amplified far beyond the social media conversations where they originated. Without a penny of paid media, we reached nearly 190 million people and the campaign was picked up by news publishers including MSN, the Daily Telegraph and London Evening Standard, lifestyle media like Glamour and Red, and business sites like International Business Times and Creativity Online.
By the time you finish reading this entry, another 472 people around the world will have beenforced to flee their homes for fear of persecution, danger or death. The total number of displacedpeople looking for a home is at 65.3 million, and rising every day.Around 21 million of them are refugees: people who have left their home country altogether –battling dangerous crossings, border closures, violence, abuses and extortion – to seek stateprotection elsewhere.Countless people are outraged about the treatment of refugees and many are expressing their outrage on social media. But very few of them are doing anything about it.Our brief was to inspire them to take the injustices faced by refugees personally and take action with Amnesty International, the human rights group best placed to fight for meaningful and lasting change.
Campaign Description:
We created the “Outrage is Not Enough” campaign, turning people who tweet their outrage against the refugee crisis into people who do something about it. A world first, we filmed real time personalised messages from refugees in camps, directly replying to tweets within hours of the tweet being posted. Viewers were then directed to Amnesty's global petition that was submitted to the UN, to pressure world leaders to support the millions of refugees seeking resettlement and safe, and legal passage.
We knew it would be impossible to create outrage among those already hostile to refugees. Instead, we decided to target anyone with the capacity to feel compassionate and welcoming towards refugees.Twitter was selected as our platform because this is where 96% of the public conversations about refugees were taking place & it happened to be a particularly large untapped source of vocal outrage.Qualitative research also showed that there was one main reason that people weren’t already taking action with Amnesty International: the plight of refugees doesn’t always feel relevant to their day-to-day lives. We realised that to persuade outraged people to allow Amnesty International to channel their outrage towards action, we needed to transform this global, complex issue into a personal one, relevant to them.