When Amnesty International Sweden wants to act on something, the organisation sends a message to its network of text message activists. This alerts thousands of people who can respond within seconds. The campaign’s mission was to draw attention to Amnesty’s text message activism.By utilising the 'slide-to-unlock' function of iPhones, iPads and other smart phones and tablets we made an intuitive connection between mobile every-day behaviour and digital activism. The symbolic message of the Slide-to-Unlock screen directly leads the thoughts to Amnesty’s work and what can be achieved supporting the organization.

Creative Execution The link between cell phones being used as a means to free prisoners and the Slide to Unlock-function intuitively leads the thoughts to Amnesty’s work and what can be achieved supporting the organization.

The iconic American flag was turned into prison bars for a Guantánamo detainee. The campaign also includes cage made in the same manner in which a silent protest was held, and a big outdoor projection in central Stockholm. We created an interactive way of showing protesters the power of a signature. When you signed and unlocked the iPad, the billboard reacted simultaneously, ”releasing” the prisoner and showing your signature on the big screen.

To spread the screen wallpaper the campaign was supported by both with magazine print ads, and with iAds for iPad, which depicted the actual slide to unlock screen in a native environment. Also channels like YouTube and supportive blogs helped spread the word.

More than 150.000 signatures from all over the world were delivered to President Obama. The campaign spread through more than 60,000 YouTube views, through thousands of Facebook updates, blog posts and became trending topic on twitter. Amnesty + “Slide to Unlock” generates 404,000 google hits with almost no media spend. Page visits for Amnesty Sweden increased by 68%. Sweden’s largest TV channel SVT and Sweden’s national radio SR reported about the campaign. Amnesty International Sweden has gained massive attention and a large interest from new activists since the launch of the campaign.