Human Rights Defenders are often kidnapped or killed. Without information about time/place it's impossible to help and with dated information the public’s sense of urgency is lost. We needed to find a way to identify attacks, protect those at risk and build awareness around the challenges of human rights defenders.

The strategy was to bring attacks to the world's direct attention and build a social media network amplifying the message.

The creative solution was to provide individual human rights defenders with GSM/GPS assault alarm harware and connect it with local partners and social media through those signing up on nataliaproject.org, Facebook/Twitter.

It needed to be unconventional enough to stand out in NGO dialogue yet simple enough to generate interaction with ease. A precise call for action provided the audience with the ability to contribute, redefining the meaning of a like or a follow.

With the alarm engagement is built through direct dialogue in mobile and social media turning involvement in to a life-line, redefining the protection of human rights defenders.

It engages the world and disrupts the silence of oppressive regimes by making information about assaults known globally - creating a link between the victims and the world making sure no cry for help goes unnoticed.

Natalia Project as a vehicle, reaching 1 billion plus in leading earned media, positions Civil Rights Defenders as a force for driving change and builds direct relationships with local partners.

The project was launched April 4 and after two weeks the results so far can be divided into four parts:

- Direct response (likes and follows), within in less than a week created a reach in social media surpassing 100.000.

- Google hits went from 4.000 to 23.000.0000 in under four days.

- Earned media with a reach of 1.000.0000.000 + persons distributed the project, positioning Civil Rights Defenders. The effect of Natalia Project on the Civil Rights Defenders brand has after two weeks not yet been calculated.

- Just two days after launch the United Nations rapporteur endorsed the project.