A MINUTE OF SILENCE, A MINUTE OF HOPE.

A moment of silence is a symbolic gesture used to commemorate and honour a tragedy or significant event. December 10 is International Human Rights Day, but few people were aware of it. That’s why Amnesty International wanted to mark the occasion and make a big impact with a simple gesture.

So we turned a minute of silence into a minute of hope by creating a widespread virtual and real-world mobilization movement in which everyone could take one minute of their time for those whose time is running out. Via our communications pieces, we got people to bow their heads and observe a moment of silence.

RESULTS

7.8 MILLION IMPRESSIONS

1,110% more DONATIONS

725% more VISITORS

In all communications pieces, we got people bow their heads and observe a moment of silence it.

7.8 MILLION IMPRESSIONS

1,110% more DONATIONS

725% more VISITORS