The Humanity Check

About This Project

Summary

On October 7th a devastating escalation unfolded between Israel, Hamas, and other Palestinian armed groups. In the midst of this turmoil, Amnesty International launched a digital campaign to turn social viewers into activists. “The Humanity Check" leveraged the logic of reCAPTCHA to catalyze social action, transforming routine verification into an act of human solidarity. It challenged the passive online viewers to become agents of change. Each post, infused with up-to-the-minute statistics, cul

Goals & Objectives

The essence of the campaign was to awaken consciences by evoking a sense of moral responsibility by transforming a routine activity, reCAPTCHA, into a symbol of empathy and collective support. In this effort, online passive viewers have become catalysts for significant changes by actively participat

Results & Impact

With 10.5% of Engagement Rate, 216K Petition Reach, more than 750 daily signatures, +123 new monthly donors and 3.5 million global signatures, the results have been more than positive