We created the “Outrage is Not Enough” campaign, turning people who tweet their outrage against the refugee crisis into people who do something about it. A world first, we filmed real time personalised messages from refugees in camps, directly replying to tweets within hours of the tweet being posted.

Viewers were then directed to Amnesty's global petition that was submitted to the UN, to pressure world leaders to support the millions of refugees seeking resettlement & safe & legal passage.

With a production budget of £50,000, one of our producers flew to the Kakuma camp in Kenya, and the other to the Shatila camp in Lebanon. In these dangerous locations, they found four refugees from each camp who were willing to share their story with the world.

A “command centre” was set up in our London office to choose the outraged tweets. Using Brandwatch technology, tweets relating to the refugee crisis were selected based on predetermined filters. Approved tweets were sent to the producer in the camp best placed to record the response. An outraged tweet about the child refugees, for instance, was responded to by Leila, a mother in Kenya’s Kakuma camp.

Our media strategy was to use earned media, PR, news partnerships, retweets, shares – to direct all outraged users to the tweets on Amnesty International’s Twitter channel, and from there, direct people to Amnesty.org to take action.

Since the launch of the campaign on February 1st, and without a penny of paid media, our earned media and PR strategy helped our eight responses reach nearly 190 million people online.

That’s 190 million people who were invited to take the injustices faced by refugees personally.

The campaign was picked up by scores of publications: industry papers like PR Week and Campaign, magazines like Glamour, and broadsheet publishers like the Telegraph and the IBT.

Our total social media reach stands at 4,313,417 and growing. The global petition garnered over 850,000 signatures and was presented to the United Nations on February 6th to pressure world leaders to share responsibility for welcoming their fair share of refugees into their countries.