While this event attracts a large number of Amnesty International supporters every year, it is often overlooked by the general public.

Our objectives were simple:

1) Increase awareness of the event.

2) Increase the number of letters sent by 15% compared to the previous year.

3) Raise public awareness with a strong, impactful visual.

For the past 10 years, Amnesty International has organized a letter writing marathon to demand the release of prisoners of conscience and people detained without trial.

People throughout Quebec come together to write letters to encourage the victims of injustice or to bring human rights violations to the attention of certain international leaders.

We attempted to demonstrate that Amnesty International’s letter writing marathon helps ensure human rights are protected throughout the world and encourage more people to write.

We had to find a way to reach this target audience and make people more aware of both our cause and the event. We wanted to fully capture the meaning of our slogan, “Écrire, ça libère” (Write for Rights) by representing a real oppressor/oppressed situation. The scene of injustice appeared on a pencil, suggesting that writing could end the torture. The idea was simple: the more people write, the more they contribute to eradicating injustice.

Our campaign increased traffic by 10% on December 8. What’s more, we surpassed our letter-writing goal by 60%.