Awesome

Amnesty International is the backbone of the global human rights movement. Still, their work in the UK is relatively unknown, with most of the British public not making the link between crises on their doorstep and the deterioration of human rights. To capture the attention of this colder audience, they came to Shape History with the golden ticket of creative briefs: launching a campaign with AIUK ambassador and household name, Olivia Colman.

The challenge

The British public cares about humanity. But human rights abuses are seen by many as a distant problem, not something that is going on before their eyes, right here in the UK.

Still, access to safe housing, healthcare, food, and an adequate standard of living are deteriorating. These are basic human rights, under threat in our communities. Since 2019, at least 34 homeless children have died in temporary accommodation – since launching the campaign, the original figure of 34 child deaths in temporary housing since 2019 has now risen to 55 in the same period according to the latest National Child Mortality Database figures released this week. Thousands more are admitted to hospital with conditions linked to their standard of living. Millions are living in poverty, unable to access fundamental necessities.

So how do we get people to pay attention?

Many people have said words to the effect of ‘become what people are interested in’ when it comes to marketing. It’s easier said than done, especially in social impact where no one wants to read your message about how terrible things are. Culture, however, can be a much softer, but more powerful tool. We made a trailer, in the hope of meeting our audiences where they were, and wanted to be.