The UK’s human rights situation is deteriorating at an alarming rate, with millions struggling to access basic necessities like safe housing, food, and healthcare – many dying as a result. Yet, the majority of the British public remains largely unaware or indifferent. Amnesty International UK recognised the urgent need to raise awareness and sought to create a standout campaign featuring acclaimed actress Olivia Colman to reframe the UK's socioeconomic crises as human rights violations.

By disrupting the predictable, sombre-style charity campaigns they wanted to appeal to new audiences and shift the attitude towards human rights. Ultimately, the goal was to spark outrage, urgency, and a renewed sense of accountability from society as a whole. Through the campaign and national media coverage, they hoped to reach millions and catalyse a much-needed dialogue about the human rights crisis gripping the UK.

"Before Our Eyes" unfolds as a gripping trailer for a fictional drama before revealing the devastating reality of human rights violations in the UK.

The story follows Anna, a mother whose infant daughter tragically dies due to appalling temporary housing conditions. Devastated, Anna seeks help from former lawyer Mary (Olivia Colman), who becomes embroiled in Anna's fight for justice against the negligent council.

Harrowing flashbacks expose the horrific circumstances, before story climaxes in a courtroom showdown where Anna bravely confronts the systemic prejudice that allowed her daughter's preventable death. As the title "Before Our Eyes" appears on a mould-ridden wall, Olivia Colman and Adrian Lester break character to deliver the sobering message: this isn't drama, it's real life. It ends with the statistic that at least 34 children have died in temporary accommodation since 2019, urging viewers to confront the human rights crisis in the UK.

The impact of the work has exceeded expectations, with approximately 35% of the general UK population seeing the wider campaign at least once.

The film reached 265,953 cinema-goers, and a further 5.5m through social media and press coverage. The work prompted dialogue, with influential voices like political commentator Marina Purkiss posting about the campaign, and multiple organic references to the cinema experience. One user tweeted: “Saw this at the cinema yesterday as a trailer. Audible gasps from the audience at the ‘reveal.’”

This shows that the disruptive creative idea appealed to audiences, got them talking, and shifted attitudes. Initial evaluation results indicate a 13.38% increase in numbers of the public who agree they know what to do to protect human rights. Awareness and trust are up too, with a 19.14% increase in people agreeing that AIUK informs their views on human rights.