Cannes Lions

AMNESTY INTERNATIONAL

SERVICEPLAN, Munchen / AMNESTY INTERNATIONAL / 2013

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Case Film
Presentation Image

Overview

Entries

Credits

Overview

Description

THE UNBLOCKABLE BANNER:

HUMAN RIGHTS CAN NOT BE BLOCKED.

Amnesty International wanted to demonstrate that nothing can stop the fight for human rights. With the first protest banner which can not be stopped even by widely spread ad block programs.

Because it’s not a conventional banner, but a website background image. This way, on Human Rights Day 2012, visitors on big news websites still saw our Unblockable Banner. Results: more than 1 mio. ad impressions. 10 times higher clickrate. Through private websites, the Unblockable Banners are spreading across the web to this day.

Execution

We created the first online banner, which can not be blocked by ad block programs.

Because it’s not a traditional banner, but a website background image – the only graphical element which can not be blocked by ad blockers. This way, on Human Rights Day 2012, visitors on big news websites (focus.de, freenet.de, horizont.net) didn’t see the familiar ad-free content, but our Unblockable Banner. These led to the Amnesty International website. Here, everyone with a website or blog could get their own Unblockable Banner to integrate in their site, becoming part of the campaign.

Outcome

Significant increase of traffic on the website and generation of donations while informing people.

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