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
Creative Director Erick Rosa, Renato Lopes, Fernando Duarte, Chacho Puebla
Art Director Luciana Cani, Thiago Arrighi
Copywriter Thiago Carvalho, Silvio Medeiros, Jaime Nascimento
Producer Ana Miranda
Editor Ricardo Fernandes, Ricardo Viana
Released April 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Apr 27 2011
Entry URL:
Creative Director: Chacho Puebla/Erick Rosa/Renato Lopes (Leo Burnett Iberia)
Copywriter: Thiago Carvalho/Jaime Nascimento (Leo Burnett Iberia)
Art Director: Thiago Arrighi/Luciana Cani (Leo Burnett Iberia)
Accout Director: Paula Lopes/Inês Almeida (Leo Burnett Iberia)
Account Executive: Fernanda Manso (Leo Burnett Iberia)
Production Company: (Bikini)
Production Director: Cristina Almeida (Leo Burnett Iberia)
Image Editor: Hugo Lage/Humberto Martins (Leo Burnett Iberia)
Sound Production: (Indigo)
Voices: Adelaide Sousa/Ian Velloza/Murray Tood
Producer: Ana Miranda
Editor: Ricardo Fernandes/Ricardo Viana
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: web - Amnesty Internet Website - 27/04/2011
Media placement: Mobile - Voice Mail - 27/04/2011

Insights, Strategy & the Idea

Amnesty International wanted to raise people's awareness on how human rights activists are being silenced by force, and ask for help.

The target audience, at first, were people who already had some kind of knowledge or connection to Amnesty International, so the campaign started at Amnesty International's web site. On a second step, due to the idea's viral capacity, the target was amplified and aimed to hit everyone who has got a cell phone.

The insight behind the idea was that today, everyone is a potential channel to give these activists a voice, so the idea was to ask people to donate their cell phone's voice mails and use it to give a voice to the activists.

The idea was relevant to the client because it had a low cost of implementation and strong potential for spreading the message, and also it was relevant for the audience because they could not only help these activists, but also help Amnesty International to spread the message, and feel like they are part of the campaign.

Creative Execution
We asked people to donate their voice mails. Instead of using a regular greeting message, they would go to Amnesty International's web site and record a message from one of the activists as their voice mail. Whenever someone called, and reached the voice mail, a request for help from an activist that is now being silenced by force and cannot speak would be heard. It started on Amnesty International's web site, but also had a web film and radio spots that asked people to go to the web site and discover the campaign. Later on, with people's voice mails as the medium for the message, it began spreading to voice mails across the country.

Results and Effectiveness
The communication's impact is being very positive, and people are embracing the cause. The campaign delivered and is still delivering the message in a very cost effective way, since media space for the message is not being purchased, but donated by people who are hit by the message and decide to help. Since Amnesty is an NGO, no profit or sales records have increased. But the most valuable asset for them, which is to bring new people to join and fight, is growing every day.