Amnesty International

Community Outreach, Public Engagement, Advertising

Challenge

Amnesty International is a global organization that works to protect human rights, and which has more than 3 million supporters in over 150 countries. Birk.Creative has partnered with Amnesty International on a number of campaigns. Two of the campaigns that Birk.Creative has partnered with Amnesty International on include a public outreach campaign to promote the organization’s work with the Interfaith Network for Human Rights, and a direct response campaign that engaged the public in sending messages to United States Senators and the U.S. Secretary of State to ask them to support intervention in Darfur, as well as their support for the newly created International Criminal Court (ICC) to prevent genocide and the destruction of women and children.

The Approach

INTERFAITH NETWORK FOR HUMAN RIGHTS PUBLIC OUTREACH CAMPAIGN

The purpose of the outreach was to recruit new supporters and to retain existing members and to secure their continued support of this important work. Birk.Creative developed a creative concept, and executed it across public awareness channels including a series of direct response mailers, a series of action-oriented branded newsletters, a call to action poster, and postcards for a letter writing campaign to prisoners of war.

DARFUR DIRECT RESPONSE CAMPAIGN

Supporting Amnesty International’s direct response campaign to Senators and the U.S. Secretary of State, Birk.Creative developed high level messaging that we believed to be fundamental to the success of the outreach, and devised a format for the campaign that could be executed across future campaigns.

The Results

INTERFAITH NETWORK FOR HUMAN RIGHTS PUBLIC OUTREACH CAMPAIGN

People all over the world used “unmarked” postcards to write notes of encouragement and support to prisoners of war. Amnesty International successfully recruited new members and garnered support from existing members for its campaign.

DARFUR CAMPAIGN DIRECT RESPONSE CAMPAIGN

The initial Darfur campaign was so successful that it was reprinted three times, for a total quantity of 40,000 copies. The campaign was used to establish branded standards for political mailers. The campaign model was then implemented across protest campaigns in Guatemala, Senegal and The Democratic Republic of the Congo.

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