Amnesty International’s Swedish branch asked us to help them raise awareness for their core cause, human rights, during the 2006 Swedish elections.We thought the most efficient approach would be to mobilize local AI branches around Sweden, from big cities like Stockholm to small towns like Jörn, as political candidates travelled through the country.
The campaigns revolved around asking attendees – from political candidates to average Swedes – what human rights meant to them.
Amnesty – An Active Voice
To encourage people to speak on record, it was important to keep the impromptu interviews casual and not feel like one of the many camera crews. The campaign was created using mobile phones with video capability (this was before iPhone) that was connected to a campaign blog (this was before Facebook and Youtube in Sweden). The local AI teams went to political rallies, music events and festivals to conduct interviews, instantly posting them to the blog, building a gallery of opinions of all sorts. The idea was to raise the issue with the politicians. The blog was supported by an advert on MTV Nordic, flyposters, campaign merchandise snd endorsed by swedish rockstar Lars Winnerbäck, whom’s tour functioned as the logistical structure of the campaign activating local AI branches where he played that summer.
Media: Video blog, fly posters, merchandise for the local AI branches and MTV
Markets: Sweden
Agency: Vardag AB, Stockholm
Role: Creative Director
