Amnesty International wanted the discussion about censorship to became a global subject and not a local one. The objective was to make the cause engage the highest number of people, making it relevant even in countries that don’t suffer this reality. For being an NGO that acts on a global level we needed a medium that would be able to help our message resonate globally and make our cause relevant to the entire world.

In just over 20 days 12 million people were involved on Twitter alone. (Source: Scup and Social Ping). Censored Tweets were made in 117 countries. (Source: Scup and Social Ping). Spontaneous media coverage was generated in newspapers, radios, TV channels, social networks, websites and blogs from all over the world, with a media worth of over $648,000. All of this was achieved in a few days and with 1 tweet and a website/tool that cost less than $3,000 dollars to register and produce.