Amnesty International - 'Slide to Sign'
D&AD Competition Brief - Taking Injustice Personally A social media campaign to make taking injustice personally aiming towards 18-25 year olds.
BRIEF
To bring to life the meaning of Taking Injustice Personally for 18- 25 year olds, and to help them to see Amnesty Internatational as a way to do something about it.
INSIGHT
18 - 25 years olds, have been estimated to spend up to nine hours a day on social platforms, while 30% of all time spent online is now allocated to social media interaction.
From this it's been shown that 18+ spends 2 hours, 51 minutes on their smartphone every day, which equates to 86 hours a month.
SOLUTION
A campaign through social media where Amnesty International corresponds their statistics to an individuals number of likes on a post.
Logo Design
The campaign icon takes elements (such as the flame and barbed wire) from Amnesty International logo and combines them with the 'like' symbol from social media.
Social Media Pages
When an individual has reached a number of likes that pairs with an Amnesty International statistic the individual would get a notification with the statistic. From this they can then slide the notification across to open up the pop-up to take part in the petition for that statistic.
If the individual decided to take part in the petition the post will be marked with the campaign logo as well as the icon would be added to the reaction panel which will let other inidividuals take part in the same petition.