Cannes Lions

HUMAN RIGHTS AWARENESS

DDB&CO., Istanbul / AMNESTY INTERNATIONAL / 2007

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Outcome

Handed-out in the events where Amnesty participated, the t-shirts helped create a vibe amongst young people. Wearers recommended membership to those admiring their t-shirts and so the word spread... to the extent that Amnesty Turkey had 30% more applications for membership during the promotion period.An additional benefit was that this created PR in all kinds of magazines and on TV channels, places where Amnesty normally would never be seen. Many VJs appeared on TV wearing their t-shirts.Another sign of the general increase in awareness was that click rates on amnesty.com.tr during the promotion period increased 28% compared with previous months.

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