Amnesty International is making a push to bring more “coherence” to the way it presents its brand after admitting it has previously had lots of different voices and lacked a
consistent message. The charity wants to turn those sympathetic to its objectives – what it describes as slactivists and clicktivists – into active participants. The
push began is being led by Jane Clancey, who was appointed last year as its first head of global brand.
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