Campagnes voor Amnesty International

In a collaboration with Tim Hofman’s BNN/Vara TV programme ‘Pak de Macht’, Amnesty organised a human rights petition to raise awareness for the treatment of Uyghur people in China. We created a social media campaign that helped raise more than 100,000 signatures for the petition, which was presented to the Chinese embassy in The Hague.

To inspire young people to get involved in human rights activism, Amnesty organises Masterclasses about various human rights issues, specifically targeted at students. To increase traffic to the registration page, we created animated social media ads. The visual language of the ad campaign is rough and unpolished, as though the messages were spray-painted on a protest banner. We created short and direct copy to effectively convey hard truths about various cases of human rights violations.

For more information, go to Amnesty’s Masterclasses page.

For over 20 years, Amnesty International’s annual Write for Rights campaign has transformed the lives of people whose rights have been violated. FELT was asked to shape the Write for Rights campaign of 2022. We designed a complete package of posters, example letters and promotional material to activate anybody who wants to help.

The campaign is twofold, aside from the general tone of voice for adults and young adults, we’ve also created a campaign specifically for schools and students.