Result and effectivenessMore than 150.000 signatures from all over the world were delivered to President Obama. The campaign spread through more than 60,000 YouTube views, through thousands of Facebook updates, blog posts and became trending topic on twitter. Amnesty + “Slide to Unlock” generates 404,000 google hits with almost no media spend. Page visits for Amnesty Sweden increased by 68%. Sweden’s largest TV channel SVT and Sweden’s national radio SR reported about the campaign. Amnesty International Sweden has gained massive attention and a large interest from new activists since the launch of the campaign.

The first part of the campaign consisted of smartphone wallpapers, in which the locked screen showed prisoners in chains or behind bars, while the unlocked screen showed the chains coming off and the cell-door opening. This was supported by magazine print ads, and with iAds for iPad, which depicted the actual slide to unlock screen in a native environment. Also channels like YouTube and blogs helped spread the word.The second part of the campaign focused on the 10th anniversary of the prison camp in Guantánamo. We combined the ”slide to unlock”-function with the American flag. We created an interactive way of showing protesters the power of a signature. Activists held a gathering in Central Stockholm encouraging passers by to sign a petition on an iPad. When signing and unlocking the iPad, a large digital billboard reacted simultaneously, ”releasing” the prisoner and showing your signature on the big screen.

When Amnesty International Sweden wants to act on something, the organization sends a message to its network of text message activists. This alerts thousands of people who can respond within seconds. The campaign’s mission was to draw attention to Amnesty’s text message activism.By utilizing the “slide-to-unlock”-function of iPhones, iPads and other smart phones and tablets we made an intuitive connection between mobile every-day behaviour and digital activism. The symbolic message of the Slide-to-Unlock screen directly leads the thoughts to Amnesty’s work and what can be achieved supporting the organization.