Amnesty celebrated their 40th anniversary in 2001 and ran a campaign against torture. Amnesty wanted to pinpoint the fact that there are several Norwegian companies that operate in countries where torture is still a huge problem. Also there are Norwegian consuls in these countries. The campaign encouraged people to write an email to one of these consuls or to the CEO of one of these companies. That is, the user only had to pick who he/seh wanted to address and to fill in name and personal email address. The mail was already written, and in brief it said that We know you work against torture, hwoever, as your company is situated in a country where torture is still a problem, perhaps you could help us influence the government a bit more? Simple, yet clear banners advertised for the campaign. Two full page ads were placed in the leading Norwegian newspaper. The campaign gained a lot of publicity and provoked most of the CEOs. 9,000 people actually sent emails during the campaign period. Once you had sent an email, you were asked if you wanted to become a member. 2,900 new members were recruited altogether.