TYRANNYBOOK for Amnesty International

TYRANNYBOOK

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market Portugal
Released July 2012

Credits & Description

Category: Best Use of Digital PR
Advertiser: AMNISTIA INTERNACIONAL PORTUGAL
Product/Service: INTERNATIONAL HUMAN RIGHTS
Executive Creative Director Iberia: Chacho Puebla (Leo Burnett Iberia)
Executive Creative Director: Renato Lopes (Leo Burnett Iberia)
Executive Creative Director: Erick Rosa (Leo Burnett Iberia)
Chief Digital Officer: Alfredo Laguia (Leo Burnett Iberia)
Head of Digital Production: Rodrigo Barona (Leo Burnett Iberia)
Web Developer: Monica Rocha (Leo Burnett Iberia)
Copywriter: Thiago Carvalho (Leo Burnett Iberia)
Art Director: Thiago Arrighi (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Internet - online - 01/04/2010

Summary of the Campaign
Amnesty International has developed Tyrannybook, a social network where you don't watch your friends, but your enemies. Who are the enemies? Every world leader who has no respect for human rights.

The Goal
Our goal was to bring as many visitors as possible to Tyrannybook, and make them register and be a part of this new tool for the human rights cause. We wanted to publicise Amnesty International, making people aware of the human rights issues currently effecting the world.

Results
By the second day after launch, Tyrannybook had more than 2.000 registered users, almost 250.000 page views and over 3.800 results on Google.

Execution
On it's release date, our first target was hit by the news. After that, things automatically started to spread, generating huge amounts of traffic to the website.

The Situation
Social media has become the fastest way to connect with people around the world. This was exactly the kind of platform that Amnesty International needed to spread its causes and gather volunteers to fight for the human rights. We wanted to reach people in a more powerful way. Not just an ad in a magazine. But something that could make being engaged in our cause easier and more interesting for a target that spends lots of time online.

The Strategy
We started the PR campaign by telling key people about it. Journalists, influent bloggers and opinion makers. It should kick start the campaign. After this first moment, due to the web site's viral nature, users themselves would become our PR agents.