Concept
| Title | This isn't fiction |
| Campaign | My Body, My Rights |
| Advertiser | Amnesty International |
| Brand | Amnesty International |
| Date of First Broadcast/Publication | 2014 / 9 |
| Business Sector | Human Rights |
| Philosophy | To engage online audiences in Amnesty International's global My Body My Writes campaign we used the testimony of a 9-year-old rape victim who was denied an abortion in El Salvador. To bring her story to life we told it as if it was a children's book using a teddy bear to represent the experiences she suffered. |
| Problem | Abortion can be a very divisive issue with social media audiences. We needed to find a way to break down people's preconceptions about the issue and engage them in the campaign. |
| Result | The post had some of the highest levels of engagement we're ever seen on our facebook and twitter channels leading to large numbers of people directly signing the petition. Facebook comments about the post: “... I am one hundred percent against abortion, but that has to be a personal choice, not one that is forced on you! Where do I sign the petition?” - Claudia Raffler “ Signed! I helped once my friends to have abortion when was the same situation in my country, i was risking 6 years in prison but i helped almost 20 girls. happy to be a little part in your fight” - Diana Hurlui |
| Media Type | Social Media |
| More Information | https://www.amnesty.org/en/campaign-my-body-my-rights/ |
| Concept | Shiromi Pinto |
| Graphic Designer | Ezra Betton |
| Creative Director | Matt Haigh |