Amnesty International Promo, Case study 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 Social Media
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 created a social media of its own. But on Tyrannybook, you don't watch your friends. You watch your enemies. Who are the enemies? Every world leader who has no respect for the human rights. Their evil acts are updated in real time, so you get to know what the tyrants are up to. With Tyrannybook, people can follow the tyrants, make allies, exchange links, pictures, videos and much more. And of course, invite more people to join. After all, the more people we have watching, the more these tyrants will realize that their evil acts are not going unnoticed.

The Goal
The goal was to bring as many users to the website as possible, and also to spread it as much as we could. There are hundreds of social media websites, but this one is different. It goes beyond watching and talking to your friends and colleagues. By joining, you can actually make a difference in the world. That led everyone who got in touch with the idea, regardless of age and social class to become a PR agent.

Every day, more and more people join Tyrannybook. They watch the tyrants, make allies, exchange links, videos, pictures, websites, and ask more friends to engage the cause. Thanks to the PR campaign, it was not only a viral thing on the internet, but also became something more serious, with the credibility we needed to convince people that their participation could really make a diference for the world.

We did the PR campaign by directly mailing journalists, opinion makers and influent bloggers, asking them to be a part of the community and to spread the word. But since the idea is in itself something very viral, most of the PR was done by the users, who used other social medias and digital tools to talk about Tyrannybook.

The Situation
Prior to the website release, we contacted journalists, bloggers and opinion makers through a special handcrafted piece of direct marketing. They helped us toget the ball rolling by spreading the news. But due to the idea's viral nature, most of the PR was done by the users themselves, who really joined the cause, and spread it through other social media networks, blogs, email, etc.

The Strategy
Most people do not have the time or the will to help a cause. But with Tyrannybook you can do it right from your computer, spending just a few minutes per day. After all, if we can all find time to see what's going on with our friends lives on Facebook, why can't we find time to help an important cause such as the human rights? PR helped us to bring more and more users. It also helped us to spread the word outside the internet, And more important, the social medias themselves became a way to do PR. People would use them to invite friends and talk about the project.