Amnesty International had an ongoing problem in Australia. Most of their petitions are signed by the same core of 5,000 supporters. It needed larger numbers to petition the U.N. for a strong Arms Trade Treaty. The target audience for this campaign was Australians over 18 years.

For years Amnesty and other charities have been using signatures for their cause. Now, with the power of technology, we could show people the real impact of their signature as they signed the petition.

The initial target of 5,000 signatures was achieved in 6 days. The final number approached 40,000, with 15,000 new supporters joining Amnesty International’s database. Although Australia only has 0.3% of the world’s population, it contributed 5% of the signatures to the worldwide petition. On April 3, 2013, in a landmark decision the UN passed the first ever Arms Trade Treaty.