#Keepthebeatalive is a beat that won’t stop until death penalty ends. It is based on a heartbeat, started by the artist Jarle Bernhoft (he is pretty big in Norway) and brought to life by people from all over the world. Everyone can contribute by creating a video of themselves singing, dancing, playing an instrument or even just humming to the beat and upload it to Vine or Instagram using #keepthebeatalive. The desired outcome was to make Amnestys voice heard at all the major music festivals in Norway.

About 20 000 festival-goers joined the fight against death penalty by giving their signature and over a thousand contributions kept the beat alive over the summer. This is a very high number by norwegian standards, and a new record for Amnesty in Norway. As a direct result of the campaign, Amnesty was invited to more festivals than the original schedule and got media attention both in Norway and abroad. The campaign did not use any paid media.