Amnesty International Promo, Case study SIGNATURES by DDB Puerto Rico

SIGNATURES

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market Puerto Rico
Agency DDB Puerto Rico
Creative Director Leslie Robles
Art Director José M.rivera
Copywriter Aníbal E. Quiñones
Released June 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Agency: DDB EJE
Date of First Appearance: Jun 6 2010
Entrant Company: DDB EJE, San Juan, PUERTO RICO
Entry URL: http://www.amnistiapr.org/fb
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)
Media placement: Facebook APP - Facebook - October 1, 2010

Insights, Strategy & the Idea
Amnesty International needed an easy way to encourage people to sign in their campaigns. The problem was that gathering signatures is a job that's done by volunteers and AI was running short on helping hands.

Our primary target was young adults 18-35. They lead the cyber revolution. Are active activists of social causes and are more than willing to sign petitions over the internet and share their actions with their friends.

Our insight was rather simple, people are more willing to act or follow a cause that's supported by their friends, than if he is approached by a stranger.

The insight was relevant to our client since people starting acting upon the invitations of their friends to the cause rather than trying to get volunteers to do the same job on the streets.

Creative Execution

We developed a Facebook application that helped Amnesty generate petitions that everyone could digitally sign. Once the petition was signed, a message was published immediately on the signee’s Wall displaying its support to the cause and inviting their friends to sign too. This created a viral effect as each friend that signed also published the effort on their walls, making our voice stronger, and increasing our capacity to collect signatures like never before.

Results and Effectiveness
The number of signatures gathered per action increased 32% since the application launched, proving that now each signature can help gather a multitude.