Cannes Lions
GREY COLOMBIA, Bogota / AMNESTY INTERNATIONAL / 2018
Overview
Entries
Credits
Description
We created Tweet Reserve, the first platform which enables anyone in the world to donate blank tweets to Amnesty International, so they can be unleashed by the thousands, like an activist digital bomb, when an urgent humanitarian issue comes up, turning it into trending topic and pressing governments and political leaders to act.
Execution
#TweetReserve started its development on November 2017 and was launched on April 2018. It is a web app with global reach, which means anyone can donate from anywhere in the world just by going to www.tweetreserve.com and logging in with their twitter account. Donated tweets will support human rights issues from around the planet, whether they take place in Africa, South America, Asia, Europe etc. It will be live indefinitely and will keep growing as more supporters join the cause.
Outcome
36.000 have been donated in two weeks since the launch.
After the murder of minority leaders in Colombia 6.000 tweets were unleashed in 2 hours
turning the humanitarian issue into trending topic, grabbing national media attention and pressing presidential candidates to add guaranteed protection to all community leaders to their government agendas.
Tweet Reserve has recieved global media coverage by news networks in the US, Mexico, Spain, Perú, Colombia and England reaching 6.108.615 people through free press.
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