Art Direction: Albania Perez & Gia Marino
The core barrier to people engaging with Amnesty is that they don't see human rights as very relevant to their lives. Launch the campaign "Taking Injustice Personally." To build a newly defined brand ethos and build a brand strategy based on this principle.
Campaign bringing life to the meaning of "Taking Injustice Personally" To help them see Amnesty International as the way to do something about it.
-Print Ads located in windows calling for action on the premise of "Power"
-Snapchat "Taking Injustice Personally" filter using facial recognition, giving the user the ability to sign their selfie and turn it into a petition for the cause the choose to stand up for.