Civil Rights Defenders is a international human rights organisation.

Its local partners are under constant attack by oppressive regimes in some of the most dangerous parts of the world. The attacks are discussed and protested against. This is standard procedure for human rights organisations in supporting those brave people standing up for rights that most of us take for granted. However action speaks louder than words, it was time to go from not only protesting but to also protecting.

Main objective: Substantiates the brand promise to support local partner human rights organisations and protect individuals at risk.

Solution: ”Natalia Project”, a GSM/GPS based assault alarm system for human rights defenders at risk powered by social media.

Within just one year the creative solution has rendered:

• € 2 105 000 in corporate donations exceeding the € 400 000 total donations target with 525 %. Previous 12 months corporate donations rendered € 170 619. As if the Corporate donations where not enough, donations from private individuals where up 56,4 % in 2013 making the effectiveness twofold.

• The launch rendered +1 billion in global earned media reach.

• Recognition by potential partners world wide such as European Council, RFK Foundation, Google, H&M amongst others.

• A campaign ROI of + 1 400 %

• Most important; since April 4 we have trained 50 individuals and equipped 20 in five parts of the world.

All in all objectives has been met or surpassed with extraordinary margin in just one year.

Topping the results is only the revised forecast of the ability to equip more individuals as well as reaching new territories. We are moving up from protecting 50 to protecting ten times that many, 500 human rights defenders at risk by 2016.

In the quest for respect for human rights and the protection of human rights defenders at risk there is no way we can outspend the opponents, at best consisting of some of the worlds oppressive regimes, at worst all the other countries in the world.

Our only hope is that brave individuals and organisations together with creativity will build enough momentum over time to over come those in disrespect for every human’s fundamental rights.

Natalia Project has illustrated just that. The creative mechanics is driven by inviting us all to participate based on the principals; observe, react and engage in order to protect those at risk. Do well. Do good!