Category G03. Messaging Campaign
Entrant GARBERGS Stockholm, SWEDEN
Idea Creation GARBERGS Stockholm, SWEDEN
Media Placement GARBERGS Stockholm, SWEDEN
Production GARBERGS Stockholm, SWEDEN
Name Company Position
Petter Ödeen Garbergs Creative Director
Per Forssberg Garbergs Copywriter
Sebastian Smedberg Garbergs Art Director
Ellinor Ekström Garbergs Digital Designer
Nasim Kabiri Garbergs PR/Activation
Najeb Albakar Garbergs Motion Creative assistant
Robin Lidbom Garbergs Motion Director
Anna Alfonzetti Garbergs Account Manager
Redpipe Sound Sound Studio
Joanna Backman Amnesty Communications Manager
Johanna Westeson Amnesty Expert

The Campaign

We wanted to send a message using communication subject to mass surveillance. We made it possible to change your ordinary Out of Office reply to a personal message from Edward Snowden. All digital communication is monitored and basically anything you say, write or do online is being watched by the American government. This means every phone call, every email and every text message is being read and evaluated. This is a clear violation of human rights. We used the same channels subject to mass surveillance and made it possible to change your ordinary Out of Office reply to a personal message from Edward Snowden. The message, paired with the call to sign the appeal, was accessed at

Creative Execution

• Implementation We set up a site: where everyone could download messages for their phone voicemail, as well as copy and use messages for their email auto-replies and other private media channels. The site also led visitors to a page where they could sign the petition for Snowdens pardon. • Timeline It is customary for an American President leaving office to grant Presidential pardons to prisoners. As Barrack Obama’s second term was coming to an end Amnesty International was campaigning for the release of Edward Snowden and other whistle blowers, who were persecuted or imprisoned for sharing information about government activities breaching human rights. A lot of people are away from work during holidays which meant that the opportunity to use voice mails and out-of-office replies arose. • Placement The campaign primary CTA was to get people to sign the petition for a Presidential pardon of Edward Snowden. But we also wanted as many people as possible to download and use the messages, to spread the campaign further.

• Reach • Engagement The activity generated a lot of attention and that more than one million people signed the petition for the pardon of Edward Snowden. • Sales • Achievement against business targets Edward Snowden was NOT granted a Presidential pardon, but the struggle continues. Mr. Snowden is a whistle blower and a hero, exposing violations of human rights. A number of constitutional suits have been launched both in the US and in many other countries as a result of his revelations.

Describe the strategy • Data gathering and insights A lot of people are engaged in the fate of Edward Snowden. We wanted to use their engagement in spreading the message. Apart from just signing the petition, the campaign was as mush a way to draw attention to the case. • Target audience (consumer demographic/individuals/ organisations) We wanted to reach people who do not normally take part in Amnesty’s work. The case of Edward Snowden and the vast extent of the unlawful global mass scale surveillance has upset a wide range of people. • Relevance to platform The media itself was part of the message. People first became aware of the surveillance of personal emails and phone calls when Mr. Snowden exposed it, utilizing these channels stressed the underlying message. • Approach By having a short and urgent message from Edward Snowden, paired with a summon to sign the petition, attention