HUMAN RIGHTS by Walker for Amnesty International

HUMAN RIGHTS

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market Switzerland
Agency Walker
Art Director Nik Hodel
Copywriter Martin Arnold
Designer Andrea Bissig, Signe Fleischmann
Released February 2010

Awards

One Show 2011
One Show Public Service / Newspaper or Magazine - Campaign Silver

Credits & Description

Category: Best Use of Print
Advertiser: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Agency: walker
Date of First Appearance: Mar 1 2010
Entrant Company: walker, Zürich, SWITZERLAND
Owner/ Creative Director: Pius Walker (walker)
Art Director: Nik Hodel (walker)
Copywriter: Martin Arnold (walker)
Designer: Andrea Bissig (walker)
Designer: Signe Fleischmann (walker)
Account Management: Sabine Roder (walker)
Media placement: Newspaper - WOZ Die Wochenzeitung - March 2010 - April 2011
Insights, Strategy & the Idea
The objective was to raise awareness and call attention to human rights violations taking place in todays modern world. This had to be done on the minimal budget of a non-profit client.
The target audience included anyone who appreciated and supported the cause. We also tried targeting the more leftwing oriented public through the medium (newspaper) chosen.
The insight was the truth. Real pictures of real abuse formed the insight.
Creative Execution
In order to make most of our clients small budget we approached editorial departments of several Swiss newspapers. In cooperation with their graphic designers we were able to occupy all the space between the other small space ads to get our message across. The various ads featuring real pictures of human abuse taking place around the world, appeared in yellow behind other ads on that same page allowing additional standout. We only paid for a small space ad but ended up getting a full page ad in principle.
English Translation
Help us not to let human rights violations disappear in the background on Amnesty.ch
Results and Effectiveness
The campaign touched people on an emotional level as they featured real pictures of human abuse. The business outcomes in this case are non tangible as it was purely an awareness campaign. The feedback that was received from the public at large was very positive.