To Amnesty International, abortion rights is human rights. In the case that «Roe v. Wade» would be overturned, Amnesty wanted to have a response ready. Our job was to find an idea that could mobilize people and to put international pressure on U.S. state governors who still have the power to stop abortion bans.

A 90 second online film portraying four different women facing the consequences of stricter abortion laws – to the sound of a new version of «The Star-Spangled Banner», without the word 'free'.

As Amnesty has a minimal media budget, our strategy was to make an idea that could be spread organically. But the most important choice we made was to launch on TikTok, which we did based two factors:

1)TikTok has seen a gradual shift from humor and dance trends to becoming more about expressing real emotions and starting movements.

2) Sound is central part of the TikTok-experience, which suited our idea very well.

A central part of the campaign was timing. Not knowing when or if 'Roe v. Wade' would fall, our goal was to have a response ready if the unthinkable happened. On the day it did, we were able to launch one hour after the news broke, and within hours Amnesty was trending on TikTok and reaching a global audience.

RESULTS (with a $0 media budget)

- More than 1 million signatures that were sent directly to U.S. state governors

- 336% increase in followers on TiKTok

- 4,5 million organic views in 3 days

- Over 1 million likes

- 15k+ comments

- Over 1300 reaction duets om TikTok