Our objective for the campaign was to raise awareness of human rights issues in the UK, shift public attitudes, and inspire action in support of Amnesty International UK. By leveraging multiple channels, including cinema and social media, we aimed to reach millions, spark outrage, and create a sense of urgency about the human rights crisis gripping the UK. We reframed local socioeconomic issues as human rights violations, evoking emotional responses and fostering a renewed sense of societal accountability.
Ultimately, the campaign's goal was to catalyse a much-needed national dialogue, increase knowledge about protecting human rights, and boost support for Amnesty International UK's mission. Through these efforts, we sought to bridge the gap between public perception and the reality of deteriorating human rights conditions on their doorstep, while igniting a broader conversation about the state of human rights in the UK.
Our campaign was designed not just to inform but to mobilise the public, transforming awareness into action. By exposing everyday injustices as human rights abuses, we aimed to jolt the public out of complacency and unite people in the fight for justice and dignity for all. This multi-faceted approach was intended to shake the foundations of British society and usher in a new era of human rights consciousness, making our campaign not just about awareness, but about sparking a revolution in how human rights are perceived and protected in the UK.
We recognised that Amnesty International's work in the UK was largely unknown, with most Britons unaware of the connection between local crises and human rights deterioration. Our strategy aimed to bridge this gap by creating a standout campaign featuring Olivia Colman, reframing socioeconomic issues as human rights violations.
We leveraged the British public's love for gritty dramas, creating a fictional trailer that subverted expectations. This innovative approach allowed us to disrupt the typical charity campaign format, appealing to new audiences and fostering a renewed sense of societal accountability.
Our strategy hinged on a multi-platform approach, with cinema playing a crucial role. We strategically placed the film before trailers in cinemas across the UK, including BFI, IMAX, and independent theatres, capitalising on captive audiences primed for storytelling. This placement was timed to coincide with the release of Olivia Colman's new film, ensuring a receptive audience.
We extended the campaign's reach beyond cinema through social media and press coverage, amplifying the message and sparking organic engagement online. By securing a significant discount with Pearl and Dean cinemas, we maximised our reach despite budget constraints.
The campaign's main virtues were its ability to disrupt expectations, appeal to new audiences, and shift attitudes towards human rights issues. This approach resulted in increased public awareness of how to protect human rights and a rise in trust towards Amnesty International UK, demonstrating our success in engaging the public and sparking crucial dialogues about human rights in the UK.
The campaign for Amnesty International UK achieved significant reach and impact, with approximately 35% of the UK population exposed to it at least once. The cinema component alone reached 265,953 viewers, while social media and press coverage extended its reach to an additional 5.5 million people. Notably, 21% of the public remembered seeing the campaign, with cinema being a top channel for exposure. The emotional response was profound, with viewers expressing sadness and disgust at the depicted living conditions, highlighting the campaign's effectiveness in engaging audiences.
Those who viewed the film in cinemas were 18.5% more likely to worry about their human rights being taken away, and 19.6% more likely to agree that all their human rights are respected and upheld compared to the general population. Support for Amnesty International increased, with 47.7% of viewers likely or very likely to support the organisation after watching the campaign video, rising to 75.47% among repeat viewers. Additionally, 95% of respondents who recalled the campaign intended to take action related to Amnesty International UK, marking a significant 10% increase from the control group. Overall, the campaign resulted in a 13.38% increase in public awareness of how to protect human rights and a 19.14% rise in trust towards Amnesty International UK, demonstrating its success in fostering crucial dialogues about human rights in the UK.
