NAME TUNNELS by M&C Saatchi Abel Cape Town for Amnesty International

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NAME TUNNELS

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR
Market South Africa
Agency M&C Saatchi Abel Cape Town
Executive Creative Director Ben Welsh
Art Director Ronojoy Gosh
Copywriter Alison Hingle
Released January 2013

Credits & Description

Advertiser: AMNESTY INTERNATIONAL
Agency: M&C SAATCHI
Category: Public Health & Safety, Pubic Awareness Messages
Advertising campaign: NAME TUNNELS
Digital Production/Design: Alex McNeilly (Boffswana)
Copywriter: Alison Hingle (M&C Saatchi)
Strategy: Anthony Lockhart (M&C Saatchi)
Executive Creative Director: Ben Welsh (M&C Saatchi)
Infographics: Carla Shuttleworth (M&C Saatchi)
Agency Digital Producer: Ivan Benko (Make)
Online Marketing Coordinater: James Herlihy (Amnesty International)
Growth/Marketing Project Manager: Katie Hart (Amnesty International)
Public Relations: Matt Porter (M&C Saatchi)
Sound Designer: Paul Baxter (Risk Sound)
Campaign Coordinator: Ming Yu (Amnesty International)
Digital Production/Design: Robert Stock (Boffswana)
Public Relations: Amelia Brenac
Art Director: Ronojoy Gosh (M&C Saatchi)
Digital Production/Design: Stephen van Elst (Boffswana)
Account Manager: Alexandra Pollak (M&C Saatchi)
Development: Clint Hannford (Boffswana)
Animation: Jonathan Poynter (Boffswanna)
Digital Creative Group Head: Steve Farkas (M&C Saatchi)

Outcome
- Standard Amnesty Petition Signature Target: 5,000- Days It Took Us To Reach 5,000 Signatures: 6- Final Total of Signatures: 34,783- More Effective Than Standard Amnesty Petition: 700%- Number of people who joined Amnesty: 15,000- On April 3rd, 2013 in a landmark agreement, the UN passed the first ever Global Arms Trade Treaty

Relevancy
People associate Amnesty International with signatures. But they never get to see how their signature makes a difference in real time. With the help of technology people could see the power of their signature as they signed.

Client Brief Or Objective
Amnesty International had an ongoing problem in Australia. Most of their petitions are signed by the same core of 5,000 supporters. It needed larger numbers to petition the UN for a strong Arms Trade Treaty. There is little international regulation in the arms trade, so often weapons end up in the hands of child soldiers. The target audience for this campaign was Australians over 18 years old.

Implementation
For years Amnesty International has used signatures to create change. In 2012, technology let us demonstrate the power of a signature to help free child soldiers. Amnesty volunteers engaged people in public with iPads to sign their names to the cause. As people signed on ipads, their names became tunnels through which child soldiers escaped. These iPads were connected live to a digital billboard.