Amnesty International Promo, Case study VOICES FOR FREEDOM by Leo Burnett Iberia Madrid

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market Portugal
Agency Leo Burnett Iberia Madrid
Executive Creative Director Erick Rosa, Renato Lopes, Fernando Duarte
Art Director Luciana Cani, Thiago Arrighi
Copywriter Thiago Carvalho, Silvio Medeiros, Jaime Nascimento
Released September 2012

Credits & Description

Category: Best Use of Digital PR
Chief Executive Officer: Chacho Puebla (Leo Burnett Iberia)
Executive Creative Director: Erick Rosa, Renato Lopes (Leo Burnett Iberia)
Copywriter: Thiago Carvalho, Jaime Nascimento (Leo Burnett Iberia)
Art Director: Thiago Arrighi, Luciana Cani (Leo Burnett Iberia)
Account Director: Paula Lopes, Inês Almeida (Leo Burnett Iberia)
Account Executive: Fernanda Manso (Leo Burnett Iberia)
Media placement: Web - Amnesty Internet Website - 27/04/2011
Media placement: Mobile - Voice Mail - 27/04/2011

Summary of the Campaign
Around the world, human rights activists are being silenced by force. Amnesty International wanted to raise awareness and get people to help bring back these activist's voices. They needed something with a low cost, but with the potential to become viral, spread, and get more and more people to join every day. Instead of a regular campaign, we created Voices For Freedom. An effort that invited people to go to Amnesty International's web site and record one of these activists messages as their voice mail. Whenever someone reached it, instead of listening to a regular greeting message, they would listen to a cry for help from one of the activists.

The Situation
Activists who fight for human rights are suffering with violence and threats every single day. But most people do not realize that. And therefore, do nothing to help. We saw voicemails as a perfect media to talk to them about people who cannot talk. A media that can't be bought, but only donated. We believed our message would have enough impact, in both form and content to convince most of those who heard it to join and help.

The Goal
The campaign aimed to get as many people as possible to know about these activists and to do something about their situation. First, it would hit people who already have some form of knowledge or contact with Amnesty International. But then, through these people's voice mails, it should spread to voice mails everywhere, getting the biggest possible amount of people to hear it and also become part of the campaign.

The Strategy
It all would start at Amnesty International's website. With the help of a web film telling one of the activist's stories, radio ads inviting people to the web site and posters, we would invite people to the website. From there, the idea's viral power should get it to spread to a considerable amount of voice mails, generating buzz and spreading the human rights voice as much as possible.

The activists messages were placed at the home page of Amnesty International Portugal's website on April 2011. As soon as the website was ready, the web film, the radio spots and the posters were released. The campaign is still running, according to the original plan.

Documented Results
Since Amnesty International is an NGO, no profit or sales results were projected. But the campaign is getting more and more people to know the activists and join Amnesty International's in its fight for them. And that is one of the best results an NGO such as Amnesty International could expect to achieve.