Cannes Lions

Silent Protest

SAATCHI & SAATCHI POLAND, Warsaw / AMNESTY INTERNATIONAL / 2016

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Overview

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Credits

OVERVIEW

Description

We created Silent Protest – the first mobile app utilizing the most basic, and symbolic functionality of every smartphone in the world – silent mode, to increase the volume on important human right issues around the world.

Silent Protest is a mobile app that lends your voice to people who have been unfairly silenced for their beliefs, whenever you switch your phone to silent. The app sends protest letters from your personal email account and shares the messages and stories of those who desperately need to be heard, on your Facebook and twitter feeds.

Silent Protest is not only a new convenient way of supporting Amnesty International causes. Utilizing the functionality of the ‘silent button’ to help those who have been silenced is a strong symbol, now owned by Amnesty International.

Execution

The app itself is very simple and intuitive - you choose the causes you feel passionate about and the channels in which you want to give the app access to.

From that moment on whenever your phone is on silent, the app sends protest letters from your email address to government bodies and embassies on the behalf of people you have chosen to give your voice to, as well as sharing their messages and stories on your Facebook and twitter feeds. The app algorithm limits the posts and emails per day, to make sure it’s never intrusive.

To spread awareness of the app, we introduced it in places where turning your phone to silent is natural - in conference rooms all around the world and in cinema complexes just before the movie began.

We built 2 versions of the application, working on the two most popular systems: Android and iOS.

Outcome

The project is still ongoing as it was launched in the second half of April. Yet we already managed to achieve millions of online impressions and have Silent Protest app users all over the world.

The campaign is global and will be now adapted by local Amnesty International offices with new causes added in the upcoming months.

Khjdija Ismayilova – an Azerbaijani journalist was released from Jail after being imprisoned on false charges simply for conducting an investigation into government corruption.

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