Amnesty International fights for Human Rights. In order to succeed in their commitment they need to draw media, people and government attention. The target audience is the society because Human Rights concerns all. Marches has been a powerful tool for people to express their thoughts. But it is hard to gather people to stand for Human Rights.

Amnesty International released a video of a march that runs along the main avenue of Montevideo, Uruguay in order to support the struggle for Human Rights defense.

What at first glance may seem a normal walk, is a novel solution to convening faced by organizations around the world that to support a cause does not mean having the time to attend a march.

Knowing this, each of the individuals was separately filmed walking on a green screen located in Liberty Square (one of historic landmarks of Montevideo) and then combined in post-production to form the march over the most important avenue of the country.

Amnesty International main focus was to draw attention of people, media and government. Through this action, people showed very interested in this topic and they participate actively. Media was surprise with this action because the most important avenue of the country was crowded by people marching for Human Rights. The cover the event, it appears in the most relevant media in the country.

The plan was executed in the Liberty Square as an ambient idea but with the objective of amplifying and reach media coverage and peoples recognition. What at first glance may seem a normal walk, is a novel solution to convening faced by organizations around the world that to support a cause does not mean having the time to attend a march.

Knowing this, each of the individuals was separately filmed walking on a green screen located in Liberty Square and then combined in post-production to form the march over 18th July Avenue.

10 days later, the video of the march was posted on Amnesty's website.

Media coverage was spontaneously massive, including TV, Press, Radio, Blogs and Social Media.

That day, Human Rights defense became the main story in the news.

The march was seen by 1.22 million people. Buzz generated led 8 times more visitors to Amnesty's website. The Number of Memberships doubled the expected during the week of the march.

Thanks to this action, Amnesty International's local office grabbed media attention and Human Rights defence support increased more than 40%.

That day, Human Rights defence became the main story in the news.