The spot begins with a series of infamous dictators and torturers raising their heads as they prepare to give a speech. Just before they begin speaking, a super appears and asks the viewer a thought-provoking question: what if a simple collective gesture could make a difference and change the course of history? After this shift in thinking, we see the tyrants again, this time lowering their heads. One after the other they bow their heads as if in shame, realizing the atrocities they’ve committed against countless people. As if, for once, they were asking the world for forgiveness.

With the Minute of Hope campaign, Amnesty International encouraged Quebecers to observe a minute of silence for those whose time is running out. We asked people to make a simple gesture: use their Facebook or Twitter status to post a photo of themselves with their head bowed and share a message of hope in support of human rights.

We developed a Facebook app to help people change their profile picture more easily. The app was linked to digital billboards that displayed photos in real time of everyone participating in the #minuteofhope.

The Minute of Hope campaign results showed a tremendous commitment to the cause and a strong association with Human Rights Day.

–Six million impressions were generated using only “free media” (provided by media partners who wanted to support the cause)

– 17% increase in visitors to amnestie.ca

– Finally, the campaign helped generate a 5% increase in donations

And all of this with no budget.