Amnesty International: A new approach for human rights advertising

Hi- We’ve realised at Amnesty that without an advertising budget the size of a small country’s GDP, it’s hard to get our human rights message out as widely as we’d like to. So we’re going for a different approach: getting talented people in to create something new, creative and extraordinary – on a tight budget – that we can spread online. In the next few weeks, Amnesty will be releasing a series of hard-hitting, short, online films. ‘Stuff of Life’ by director Marc Hawker exposes the reality of the ‘waterboarding’ torture technique. ‘Torchure’ is the first in a series of four brilliant animations highlighting China’s human rights abuses in the run-up to the Olympics. We are looking to recruit a ‘Seeding Team’ of web-savvy Amnesty supporters who will help to spread this new content across the web. It’s just on a voluntary basis, and we would need you to commit a few hours every now and then to helping us. We’d want you to help us research blogs and sites that would help Amnesty reach new audiences; and we’ll also identify the key sites that we want to target, and ask you to contact them about showing the new films. You’ll also be one of the first to get the new content onto your own site. Please get in touch if you’d like to join the ‘Seeding Team’ – it’s going to become a big part of the way we get our message out to more people in the future. Thanks,

Steve Amnesty’s ‘Project Blog’ team