A simple signature—a powerful weapon.

Our aim was to make human rights more tangible, so we transformed thousands of signatures into barbed wire. We asked the public to say no to injustice, to start a movement inspired by great humanitarians like Luther King Jr., Mandela and Gandhi, local and international influencers Ellen DeGeneres .

For two months starting December 10, Quebecers were called on to join a movement by signing their names on a microsite where they could turn their signature into barbed wire and share it on social media . The campaign was developed across several points of contact such as:

- Posters with 2D and 3D renderings of enlarged activist signatures.

- Native integrations and banners on popular networks and sites, including billboards showing the public’s signatures in real time.

We also paid tribute to international celebrities who champion human rights, such as Ellen DeGeneres, Bono and Emma Watson, by honouring them with a trophy made with real barbed wire. As recipients of the trophy, these stars sent a clear message on social media—that a simple signature can make a world of difference.

Results that will change lives

- 35 million impressions generated using only “free media

- 60% new visitors to the amnistie.ca site

- Over 10,000 signatures collected

- Donations jumped by a whopping 29% compared to the same period last year

- All with no budget