Direct > Use of Media
AMNESTY FOR SAFIYA
CP INTERACTIVE PROXIMITY, Madrid / AMNESTY INTERNATIONAL / 2003
Awards:
Overview
Credits
Overview
BriefExplanation
According to the Sharia law ruling her state, Safiya Hussaini, a Nigerian woman, had 'committed a crime': having a child outside marriage. Years earlier she was deserted by her husband. The child was the product of a rape. The law condemned her to be stoned to death.In late February 2002, the Spanish Office of Amnesty International asked the agency to create and implement a campaign to save Safiya’s life. The date for the appeal to the sentence was fixed for the 14 of March, leaving 20 days to stop the execution and no budget.
CampaignDescription
A set of integrated actions were designed to obtain maximum effectiveness in the shortest possible time. The goal: to collect a maximum number of signatures. The idea was that people should sign a letter demanding Nigeria’s government to stop the execution. Signatures would be given to Nigeria’s Ambassador in Madrid.We developed other types of actions to influence opinion leaders and mass media. The key message was that a woman was involved and that she was going to be executed. The case was approached based on: synergy between the communication on-off and taking maximum advantage of the different tools.
Outcome
In just 20 days we received (cumulative): more than 600,000 Internet signatures, more than 60,000 signatures through letters and fax and more than 40,000 calls.
Amnesty International Spain also obtained 35% more subscriptions in this period compared to the previous year and a database of 200,000 people who formally asked to receive information on Amnesty International. But the best result, and the one that make us feel so proud is that: SAFIYA HAS BEEN SAVED.This campaign won the 2002 Diamond Echo (Most Outstanding in All Categories) at the DMA Echo Awards in San Francisco (USA).
More Entries from Integrated Solutions in Direct
24 items
More Entries from CP INTERACTIVE PROXIMITY
14 items
