1. Describe the brief from the client.Amnesty wanted to gather votes, to help strengthen their fight to release political prisoners all over the world. Target group was young, modern, busy but idealistic people. The main challenge was to communicate clearly, and to execute the message so that it was easily understood and easy to act on. The banner should give people a feeling of how easy it actually is to make a difference to Amnesty's work.2. Describe your solution to the brief.As the banner appears, a fence covers the screen. Amnesty's logo (the candle) is lit and can be moved around using the mouse. When dragging it over the fence, the fence opens, wherever the candle touches. Whenever Amnesty's logo is not being moved, the fence grows back on the screen. When clicking the banner, the user is forwarded to Amnesty's main sign-up page, with easy and quick access to sign up and print a letter for him or her to send to a Government or Political leader in one of the responsible countries Amnesty is having dialogue with.3. Describe the results in as much detail as possible - ideally response rates and return on investment but at least some client appreciation of the outcome.

The banners resulted in a 36,8% increasein the sign-up rate during the 6-month campaigning period (36,8% more people signing up on Amnesty's main sign-up page, PLUS each person sending a letter to the government or political leader in the responsible country. In Denmark, 200,000 appeal letters were sent during the campaign period (Denmark being a country of only 6 million people). More than 1,500 people were released this year as a result of Amnesty's work, and thousands avoided torture and execution. Amnesty can now prove a positive effect of their work in 1 of 4 cases in which they are involved.