• by Danielle Oster , November 19, 2024

The UK division of global human rights organization Amnesty International is calling on the public to “Press Send For Solidarity” with political prisoners abroad.

Amnesty International UK partnered with social impact communications agency Shape History on the campaign, which promotes Amnesty International’s “Write For Rights” initiative – an annual drive during November and December calling on people to write messages supporting people around the world suffering injustice.

"At Amnesty International UK, we believe in the power of collective action, especially when human rights are under threat across the globe," Amnesty International UK CEO said in a statement. ”By sending a message of support, we’re not just standing up for individuals facing injustice – we’re sending a reminder that every voice counts and every action has the potential to create change."

One ad, for example, pairs the message “Neth Nahanda is behind bars because of a livestream” with short explanatory text that she was incarcerated after criticizing the Angolan government on TikTok, and a call to action telling viewers, “Your voice could help set her free.” Some other ads rely on the simple message, “A few words go a long way.”

The campaign is running across various media environments, including digital and out-of-home, and PR channels. This includes OOH ads in locations across London and Liverpool which see high amounts of pedestrian traffic, and an integrated social media approach.

“Press Send For Solidarity” was crafted to target two primary audience segments in particular, according to an announcement: socially conscious adults aged 18-40, and affluent 25- to 60-year-olds who feel“ motivated by a sense of responsibility to make a difference.”

“We’ve created a concept that cuts through by leading with empathy over outrage,” Shape History associate creative director Zoë Dawson said in a statement. “At a time when many feel overwhelmed by injustice and abuse happening globally, we’re reminding our audience that small actions can have a big impact, in their own lives, and ultimately, for those whose human rights are being denied.”