The “Latin American and Caribbean Youth and the 2030 Agenda for Sustainable Development” paper revealed revealed that, on average, 69% of eighth-grade students in five countries (Chile, Colombia, the Dominican Republic, Mexico and Peru) would prefer dictatorial governments if they provided security and order, while an average of 65% would prefer them if they brought economic benefits.

Amnesty International exists to make sure that human right are respected across every country in the world.

But we face a very difficult challenge. Latin American youngsters don't know, or don't care, about human rights.

Is it possible for the next generation of younger latin americans to believe in democracy if they don't have, at least, information about human rights? Formal education and other academic efforts are not successful at all on giving them the right information.

This campaign is a partnership with young musicians from Latin America. We invited upcoming young artists from Mexico, Peru, Argentina and Colombia to compose a song and to make a video using any of the 30 human rights (as featured on the United Nations’ Declaration of Human Rights) as lyrics or subject.

Then, we created the hashtag #DerechosConVoz (Rights with a Voice) and uploaded the videos in the Amnesty International’ TikTok and Instagram pages. We asked the artists to invite their own fan base to follow the hashtag to reach young followers and make them aware of Amnesty International campaigns about human rights.

This became an open call and many artists made free contributions to this campaign. We covered the 30 human rights through original songs, but 73 videos were uploaded in Amnesty International social channels, and were spread through the artists' accounts as well.

In Latin America, local musicians are more relevant than global stars. In that region, 75% of streamed music is local, a much higher number that Europe, for instance.

The fact that we used new artists on this campaign comes from the habits of this new generation. Younger people are way more open to discover and follow upcoming artists than previous generations. As a matter of fact, most people build their musical memory between 16-24 years old, so we chose to speak directly to that age group through the new artists they love to support.

On the other hand, the way these age groups get their information faster is TikTok, and then Instagram. New music is discovered every day, and TikTok is the channel of choice of upcoming artists to make their creations known.

8 million targeted people saw our videos in 2 months (interactions and views).

This means that 8MM (mostly younger latinamericans) heard about Human Rights at least once in the past 2 months.

71 videos were uploaded.

The engagement rate on TikTok was 154%.

The engagement rate on Instagram was 102%.

450K+ people came from the artist’s communities.

Interactions came from Mexico, Peru, Argentina and Colombia.

Amnesty International grew its followers on TikTok and Instagram attracting people in the age group 16-24 for the first time.