We got the brief from Amnesty, and we found 3 big problems to solve:ELITIST IMAGE: It is seen as an organisation formed by lawyers out of an office in London.PESSIMISM: Many people don’t think that by becoming a member of AI, they can change the world, let alone alter the attitude of certain governments.0 € MEDIA BUDGET

The idea was to discover that the current members are just ordinary people, like everyone else.Show how public opinion, when it works together, can really influence any government.The strategy was to create a microsite as an axis for the whole campaign and send it to members, sympathizers and suscribers.We also used virals, radio free spaces, print free spaces and outdoor that members put on the streets

Results:14,506 new subscribers.735,336 visits to the micro-site.153,223 new contacts for their database Six months after the campaign launch, the Spanish Government censured the campaign in all the mass media.

Then, we sent a new censured viral mail to all the members, sympathizers and communication media. The campaign effect spiraled and it became one of the 20 most seen viral mails in the world that week. What's more, the online newspapers with the highest readership in Spain mentioned the news, making it the fifth most read news item of the day in the main online Spanish language newspaper worldwide EL PAIS.