For the past 10 years, Amnesty International has organized a letter writing marathon to demand the release of prisoners of conscience and people detained without trial.

All over Quebec, people come together to write letters of encouragement to victims of injustice or to denounce human rights violations by calling on international leaders.

While this event attracts a large number of Amnesty International supporters every year, it is often overlooked by the general public.

The television spot shows images of torture victims while a narrator reads a list of daily chores. The spot invites the public to break from their routine to take part in Amnesty International’s letter writing marathon and closes with the tagline “Écrire, ça libère” (Write for Rights).

As Amnesty International does not have a large media budget, the team had to find simple, inexpensive points of contact to reach our target. Fly posting was a good fit because it allowed us to reach people directly where they were.

Our campaign increased traffic by 10% on December 8. What’s more, we surpassed our letter-writing goal by 60%.