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About This Project
Summary
We produced a fictional drama trailer that subverted expectations to highlight human rights issues in the UK. The campaign leveraged Britons' love of gritty dramas to reframe socioeconomic problems as human rights violations. Strategic cinema placements and social media amplification maximized reach on a limited budget. By disrupting the typical charity ad format, we engaged new audiences and sparked crucial dialogues about protecting human rights at home.
Goals & Objectives
The film sought to spark outrage and create urgency about the UK's human rights crisis. We used cinemas & social platforms to reach a wide audience; catalysing national dialogue, increasing knowledge and support for Amnesty International UK's mission.
Results & Impact
The campaign reached 35% of the UK population, with 265,953 cinema viewers and 5.5 million through social media and press. It resulted in a 13.38% increase in public awareness of protecting human rights and a 19.14% rise in trust toward AIUK. Support for AIUK rose to 47.7% among viewers.
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