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, share it on social media and invite their friends to do the same.

? Activists’ signatures, both 2D and 3D, were enlarged and placed in metro stations, restaurants and universities, and on superboards and bus shelters.

? On December 10, ads were published in major print newspapers and on Digital newspaper

? We generated millions of impressions with native integrations and banners on popular networks and websites, including billboards that displayed the public’s signatures in real time, demonstrating how the movement was growing.

? A live interview with the Director General of Amnesty International was aired in prime time on December 10.

? We also paid tribute to international celebrities who champion human rights, such as Ellen DeGeneres and Emma Watson.

At this time, it’s difficult to have direct result on this strategy but we could affirm that our goal to obtain more awareness around our cause was succeed.

The results of the Barbed Wire campaign point to greater engagement with the cause:

? Thirty-five million impressions were generated using only free media (provided by media partners who wanted to support the cause)

? 60% jump in new visitors to the amnistie.ca site

? Close to 18,000 clicks to the microsite from media placements

? Over 10,000 signatures collected

? Donations rose by a whopping 29% compared to the same period last year

? All with zero budget