Every year Amnesty International holds a sale of candles to raise much needed funds for the charity. This year Amnesty decided to focus their appeal on freedom of expression. In Europe we are lucky as we can say what we want without the threat of violent retaliation or punishment, therefor these advertisements set out to give an example of a person in a position of fame or power, making a statement which exposes how much they take free speech for granted, and shows that people should think before they speak. Let's join Amnesty for fighting for freedom of speech in every country, let's buy a candle.

A partnership with Belgium’s most popular French-language TV channel.We used the video play-bar of their website’s news section as our medium.When visitors selected a headline story to watch, before the video started,they could see a video from Amnesty International with an activist protesting for democracy. The video player-bar cursor of that internet film is a consuming candle, an Amnesty candle.When the Amnesty candle is completely consumed, the film stops and theactivist's fight too. A message appears on screen: "When the Amnesty International candle dies down, freedom of expression also dies. Freedom of expression needs your flame, buy a candle, click here".By clicking on the video, visitors were directed to Amnesty’s online candle sales page where they could support Amnesty’s fight for human rights and for freedom of expression.

Within the 3 days of the action, the number of clicks on the Amnesty website tripled.At the end of the campaign: increase in the number of donations by 25%