An Urgent Message

About This Project

Summary

Human Rights Watch responds to increasing threats to human rights around the globe, investigating abuses and holding those responsible to account in regions like Ukraine and Sudan. In an effort to raise critical revenue on Giving Tuesday, this digital ad campaign personalized the creative with a sign-off and a direct-to-camera video from Human Rights Watch Executive Director Tirana Hassan. This powerful video drove the highest response and revenue, helping to support their life-changing work.

Goals & Objectives

This digital ad campaign aimed to connect directly with Human Rights Watch’s audience, to communicate the increased impact of a 5X match to encourage Giving Tuesday donations. With an explicitly named year-end goal of $400,000, we hoped to drive as much of that revenue as possible over digital ads.

Results & Impact

With a direct appeal from well-known leader Tirana Hassan, this digital ad generated 215 donations and over $12,000 in revenue. By far the top-performing ad campaign, it played a major role in Human Rights Watch’s ability to power incredible year-over-year revenue increases over digital ads in 2023.