Cannes Lions
TORKE, Lisbon / AMNESTY INTERNATIONAL / 2012
Overview
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Credits
Description
To mark a Global Day of Action on Revolutions in Middle East and North Africa, Amnesty International Portugal is giving these protesters a voice, setting their words free and amplifying their message through social media. The Freedom Dictionary project is a collective dictionary that holds 155,000 words. These words will be set free by people, through the internet. To take part in this project, just go to www.freedomdictionary.org, choose a word and share using social media networks. On World Press Freedom Day, 11 copies of the dictionary will be printed and mailed to 11 countries where revolutions are taking place.
Execution
Empowering everyone in a collaborative blank dictionary online, where words had to be released in a symbolical way. At World Press Freedom Day, 11 copies on the Dictionary will be printed and mailed to those countries with revolutions still taking place.
Outcome
With 155.000 words to be released we expected a response rate of roughly 20% (31,000 words). The website got 55,000 words released and 100,000 shares on facebook. A subjective, altough powerful goal was also achieved: Richard Falk, UN Rapporteur for Human Rights in the Middle East, praised the initiative in a video testimonial.
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