| Title | 3 MINUTES ARE ENOUGH |
| Brand | AMNESTY INTERNATIONAL |
| Product/Service | AMNESTY INTERNATIONAL |
| Category |
C08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS |
|
Entrant Company
|
HAVAS WORLDWIDE PRAGUE Prague, CZECH REPUBLIC
|
|
Media Agency
|
HAVAS WORLDWIDE PRAGUE Prague, CZECH REPUBLIC
|
Credits
| Eda Kauba |
Havas Worldwide Prague |
Creative Director |
| Pavel Sobek |
Havas Worldwide Prague |
Creative Director |
| Pavel Vincenc |
Havas Worldwide Prague |
Creative Director |
| Pavel Sobek |
Havas Worldwide Prague |
Copywriter |
| Jakub Kolarik |
Havas Worldwide Prague |
Copywriter |
| Jakub Kolarik |
Havas Worldwide Prague |
Art Director |
| Mattias Adolfsson |
Freelance |
Illustrator |
| Denise Schwenck |
Havas Worldwide Prague |
Designer |
| Marka Jurasova |
Havas Worldwide Prague |
Account Manager |
| Katerina Vondrakova |
Havas Worldwide Prague |
Account Manager |
The Brief
Gain as many signatures as possible for the support of specific people unjustly imprisoned. Then send the petition to countries like North Korea, India, and Belarus, thus supporting their release.
Creative Execution
People are glad to be a part of something big, which is for a good cause. That is why we had the idea to have a digital petition with a chain of signatures, in which every signature is a part of a whole that helps free unjustly incarcerated prisoners. Amnesty International Czech Republic has an email database of its supporters. This enables people to receive the petition fast and spread it to others.
Describe the creative solution to the brief/objective.
We have developed a website, where everyone can add their signature to the chain. The chain leads from the Czech Republic immediately to the spot of incarceration. Once you submit the signature, your name appears on a certain place in Google maps as a recent part of the chain. Everyone can share their signature on Facebook and spread the information about this project.
Results
Soni Sodi, one of the incarcerated that the chain of signatures was heading was released on bail after Amnesty International’s intervention.
40 000 signatures in total.
Google appreciated the unconventional way of applying maps and provided a grant for advertising on its pages to promote the application.
Amnesty International headquarters in Britain have adopted the Czech version of the petition. The petition was thus launched in London to aid others who are unjustly imprisoned all over the world.
Because of the massive success, the campaign is under way for a second time in the Czech Republic and the chains with signatures are heading to other unjustly imprisoned.