This campaign was aired in both the US & UK. Branded content is an established sector in the UK, but interest in co-funded content creation has increased since the relaxation of product placement rules for scheduled broadcasting in 2011. For the first time in March 2011, brands were allowed to benefit from valuable paid product placement in addition to funding entertainment broadcast programmes, subject to Ofcom guidelines and clarifications to protect the integrity of commercial broadcast programming and the advertising business.

The integration of brand messaging and product is also carefully reviewed and assessed by the broadcaster’s editorial team. In the UK, it must be made clear to the viewers when a brand has funded a programme, and the presence of product placement must be identified with an on-air graphic.

Just as Amnesty relies on the support of their members, this campaign relied on the propagation of content through our audience.

We ensured that competition mechanics, social content ideas and extensive PR coverage attracted our audience: we integrated content across Facebook and YouTube and this system quickly became self-perpetuating, with the comments and sharing behaviour of our audience (and talent) driving distribution.

Tickets went on sale with a week's exclusive pre-sale for Amex customers, promoted online and in press advertising across NYC. EPIX and Channel 4 both launched advertising campaigns to promote the live streaming and TV broadcast respectively.

This campaign captured a diverse audience with cross platform media engagement. The event itself was watched live by an audience of 5,500. More than 1.5m viewers watched the show on Channel 4 and live on EPIX.Our PR campaign delivered just over 1bn opportunities to see the campaign in the UK and the US and sparked positive conversation about Amnesty International.

It secured more than 500 hundred pieces of coverage across TV, Print & Online media in the US & the UK, including; coverage on MTV, VH-1, ABC News, CBS News & the BBC; 11 of the 20 top US national press titles; 3 of the top 5 US news sites; every major entertainment title in the UK & US; a 7-minute branded slot with Jack Whitehall on BBC Breakfast (TV); a Page 3 column in The Sun featuring Russell Brand; and an op-ed from Salil Sheety in The Huffington Post.

69% of all coverage and 55% of TV listings & previews included the free speech message and 62% of coverage included a link to the Facebook page or details of the Channel 4 broadcast. There was a Facebook engagement rate of 17% (compared a 5% norm).