ELITIST IMAGE: It is seen as an organisation formed by lawyers out of an office in London.PESSIMISM: Many people don’t think that by becoming a member of AI, they can change the world, let alone alter the attitude of certain governments.0€ MEDIA BUDGET

The Idea was to see the current members and discover that they are ordinary people, just like everyone else.Show how public opinion, when it works together, can really influence any government.The strategy was to create a microsite as an axis for the whole campaign and send it to members, sympathizers and subscribers.We also used virals, free radio spaces, free print spaces, and outdoor that members put on the streets.