D&AD Brief: Taking Injustice Personally

The brief requested that I promote 'Amnesty International' to a younger audience (aged 16-25) and try to get them to take injustice personally. With that age group in mind I focused on social media primarily twitter to address my audience. The aim was to create an 'anti-social' media campaign where users would take a vow of silence blocking out all their tweets and pictures for an allocated time. This would represent a lack of voice for the victims the charity protects. I focused on certain celebrities to raise the profile of the campaign with the aim of it going viral like 'Je Suis Charlie' and 'the ice bucket challenge'.

Team Credits

Matthew Hynds

  • Graphic Designer

Project Tags


  • Amnesty International, International Secretariat

    Amnesty International, International Secretariat

    • Social Enterprise

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Matthew Hynds
Graphic Designer