| Title | SILENT PROTEST |
| Brand | AMNESTY INTERNATIONAL |
| Product/Service | AMNESTY INTERNATIONAL |
| Category |
A09. Innovative Technology |
|
Entrant
|
SAATCHI & SAATCHI POLAND Warsaw, POLAND
|
|
Idea Creation
|
SAATCHI & SAATCHI POLAND Warsaw, POLAND
|
|
Idea Creation 2
|
SAATCHI & SAATCHI Singapore, SINGAPORE
|
|
Idea Creation 3
|
INTERACTIVE SOLUTIONS Warsaw, POLAND
|
|
Media Placement
|
SAATCHI & SAATCHI POLAND Warsaw, POLAND
|
|
Media Placement 2
|
INTERACTIVE SOLUTIONS Warsaw, POLAND
|
Credits
| Kamil Majewski |
Saatchi & Saatchi Poland / Interactive Solutions |
Creative Director |
| Patrycja Lukjanow |
Saatchi & Saatchi Poland / Interactive Solutions |
Associate Creative Director |
| Piotr Osiński |
Saatchi & Saatchi Poland / Interactive Solutions |
Associate Creative Director |
| Piotr Osinski |
Saatchi & Saatchi Poland / Interactive Solutions |
Copywriter |
| Patrycja Lukjanow |
Saatchi & Saatchi Poland / Interactive Solutions |
Art Director |
| Paulina Wachowiak |
Saatchi & Saatchi Poland / Interactive Solutions |
Regional Account Supervisor |
| Julia Dziurbiejko |
Saatchi & Saatchi Poland / Interactive Solutions |
Regional Business Director |
| Dominic Stallard |
Saatchi & Saatchi Singapore |
ECD / CCO |
| Daryl Goh |
Saatchi & Saatchi Singapore |
Account Director |
| Qianhui Guay |
Saatchi & Saatchi Singapore |
Account Executive |
| Joanna Nejfeld |
Saatchi & Saatchi Poland / Interactive Solutions |
Senior Account Executive |
| Tomasz Nowak |
Saatchi & Saatchi Poland / Interactive Solutions |
Digital production |
| Michał Księżuk |
Saatchi & Saatchi Poland / Interactive Solutions |
Creative technologist |
| Piotr Czarnecki |
Saatchi & Saatchi Poland / Interactive Solutions |
HTML developer |
| Rafał Bauer |
Saatchi & Saatchi Poland / Interactive Solutions |
Digital Design Director |
| Magdalena Barszcz |
Saatchi & Saatchi Poland / Interactive Solutions |
TV Producer |
| Lee Scharrock |
Saatchi & Saatchi |
Director of global creative PR |
| Steve Walls |
Saatchi & Saatchi Singapore |
Executive Planning Director |
| Rafał Bauer |
Saatchi & Saatchi Poland / Interactive Solutions |
Designer |
| Anna Dudek |
Saatchi & Saatchi Poland / Interactive Solutions |
Designer |
| Tomasz Szczyciński |
Saatchi & Saatchi Poland / Interactive Solutions |
Designer |
| Mateusz Wisznicki |
Saatchi & Saatchi Poland / Interactive Solutions |
Designer |
| Ewelina Eliasz |
Saatchi & Saatchi Poland / Interactive Solutions |
Designer |
| Aleksander Bieroński |
Saatchi & Saatchi Poland / Interactive Solutions |
Designer |
| Marcin Sudak |
Saatchi & Saatchi Poland / Interactive Solutions |
Designer |
| Agnieszka Lipa-Wosko |
Saatchi & Saatchi Poland / Interactive Solutions |
Designer |
The Campaign
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 pre-approved 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.
Creative Execution
The app redefines the mobile’s most native feature – silent mode. It is itself 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. 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 most popular systems – Android and iOS.
The project is still ongoing. Yet we already managed to help get one person released from prison, achieve hundreds of thousands 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.
Our target audience was people who wanted to help more, without having to do more. They were high on empathy but low on the fury needed to drive real protest. They were heavy smart-phone users, with high data plans. Interrupting their screen time wasn't an option. But an app that worked while the phone was 'resting' (cinema, meetings, etc.) was the perfect platform for us.
These were people who saw their friends and followers as an audience, who saw themselves as a media channel, and told us that they were prepared to endorse and amplify our message, as long as the process wasn't too laborious and that the message didn't feel like spam. We developed an app that worked only when you turned your phone to silent - sending out messages to your contacts - telling them the stories of Political Prisoners who have been silenced too.