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'.