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Copy/Transcript
The « Signatures » campaign was originally made for the French marke »t to raise Amnesty International’s profile on a local level and to raise people’s awareness of the iwde range of activiteis that it supports.
Customer insight revealed that the French did not feel connected to ‘amnesty International’ because they perceived it as only handling international human rights issues such as arbitrary imprisonment, torture, violence against women and child soldiers. These issues seemed very remote from the day-to-day lives of most French men and women, so much so, that they often commented ”But what can I do to make a difference?”
The answer was simple “Your Signature is more Powerful than you Think!” Everyone at any level ahs the power to make a difference.
By signing up to some of the Human Rights issues that Amnesty International supports and defentddsyou can help change or even save a life. The campaign spurred interest and raised people’s awareness of the issues that Amnesty International is involved with, locally and abroad.
The graphically simple yet clever creative work matched the powerful message of “Your Signature if more Powerful than you Think!”
With little or no communications budget the campaign touched the hearts of thousands in France and very quickly became adopted by international audiences, receiving unprecedented free media coverage.
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