trial by timeline campaign: amnesty international
DESCRIPTION
TRANSCRIPT
Results
New Zealand was named: one of the Freest Countries of
the World!
SADLY, EVERYDAY PEOPLE ALL OVER THE WORLD
SUFFER PUNISHMENTS SIMPLY FOR
ATTEMPTINGA QUALITY OF LIFE
WE TAKE FOR GRANTED!
TRIAL BY TIMELINE GIVES YOU A GLIMPSE OF WHAT THAT IT MIGHT BE LIKE!
IT ANALYSES YOUR FACEBOOK PROFILE TO
FINDCRIMES YOU'RE GUILTY OF BEFORE SHOWING
YOUHOW YOU'D BE
PUNISHED!
ANYTHING YOU'VE EVER SAID OR DONE
IS ABOUT TO BE USED AGAINST YOU!
Amnesty International is a global movement of more than 3 million supporters, members and activists in over 150 countries and territories who campaign to end grave abuses of human rights.Vision: Is for every person
to enjoy all the rights enshrined in the Universal
Declaration of Human Rights and other
international human rights standards.
Company Overview
Situational AnalysisSituational Analysis
Budget<$300,000
Agency: Colenso BBDO/Proximity New ZealandClient: Amnesty International NZ
To increase awareness and support, Amnesty wanted to give New Zealanders a first-hand experience of life in countries where
human rights aren't afforded. So they created
Trial by Timeline!
In a country as fortunate as New Zealand, Amnesty
International is a movement understood and supported by
just a few!
Objectives Stand up for Human Rights
Raise awareness and engagement using www.trialbytimeline.org.nz
100,000 unique visits to www.trialbytimeline.co.nz site
Average time spent on site 3 minutes Viral Reach: Target of 500 thousand people via
Twitter and one Million on Facebook Grow Amnesty International New Zealand
Facebook community by 100%
Company OverviewCampaign Overview: Creative Insight & Strategy!Key Tool: A Facebook Application!
Campaign Overview: Creative Insight & Strategy!
It could scan people's Facebook Time line activity,
searching everything they've ever liked,
posted or written and then 'sentence' them!
No religious status? Being an atheist is
punishable! Group photos?
Unauthorised gatherings are punishable! Swear words?Yes, that's punishable too!
Objective:Illustrating that were it not for our good fortune
in living where we do, our lives could look very
different!
Amnesty International's own black and yellow identity
supplied a striking palette, providing visualisation of acts of
terrible violence with impact, while avoiding the grotesque.
Company OverviewCampaign Overview: Creative Insight & Strategy!Once the trial is complete, the user receives a summary of punishments they would have received.
Examples:Stoned: For drinking Alcohol!Imprisoned and Beaten: For talking to the opposite sex!Hung: For pre-marital sex!Finally,
It asks users to take advantage of their freedom to
help free others from such atrocities by showing
their support for Amnesty International
The reality of the potential implications of 'normal' Western behaviour shocked and provoked
New Zealanders to act.Sharing their
results with their friends and
creating viral reach for the campaign and
Amnesty's message.
Company Overview
Communication Tools
Social Media-Facebook, Twitter,
Blogs!-Various people and
influencers put themselves on trial
and shared their results!
PR Campaign- across as many
major TV, radio and news stations, IT publications and
websites as possible!
Own Website
Viral over 200 Countries!
Results
340,000 unique visits to www.trialbytimeline.co.nz site!
Average visit duration was 7:27 minutes!
Twitter Objective:Viral reach of 500,000 people.
Result:The campaign proved effective at reaching key
online influencers, with the average number of followers for people sharing their results being 1,609, leading to a total reach figure of 6,821,358
people to date (not including Re-Tweets)! –
ResultsFacebook Objectives: Viral reach of 1,000,000 people (25% of the population of New
Zealand).Result:9 million people so far.
Additional Facebook Objective:
Grow Amnesty International New Zealand Facebook community by 100%.
Result:Amnesty International New
Zealand's Facebook community: 500%
-From 3,720 to 20,000.
Results340,000 unique visits to www.trialbytimeline.co.nz !Average visit duration was
7:27 minutes!
It has already gathered global traction and
reached over 200 countries. Amnesty sections in
Sweden, Turkey, South Korea, Denmark
and Norway have requested translations of the
software.
New Zealand had to find a tangible way of bringing Amnesty's message home to everyday Kiwis.
They needed to enable people to
experience first-hand what it might be like to live
without basic human rights by talking to them in a
place where they're already engaged and freely sharing
in conversations. They had to make the charity accessible to more people and
find a way to communicate with them ina personal and
relatable way.
Key Learnings
By,Soumya
Mukherjee