The essence of the campaign was to awaken consciences by evoking a sense of moral responsibility by transforming a routine activity, reCAPTCHA, into a symbol of empathy and collective support. In this effort, online passive viewers have become catalysts for significant changes by actively participating in our petition. In addition to simply acknowledging the cause, some of them have also decided to support Amnesty’s activities by making a donation or becoming permanent monthly donors.

On October 7, a devastating escalation occurred between Israel, Hamas and other Palestinian armed groups. In the midst of this turmoil, Amnesty International immediately took action by launching an appeal for an immediate ceasefire. A ceasefire to end illegal attacks by all sides, stop the growing number of civilian casualties in Gaza and allow humanitarian agencies to bring life-saving aid, water and medical supplies into the Gaza Strip to counter the unspeakable level of suffering Human. Hospitals could receive life-saving medicines, fuel and equipment they desperately need to get damaged departments back up and running.

A ceasefire would also provide the opportunity to negotiate the release of hostages and to launch independent international investigations into war crimes committed by all parties to the conflict, thus ending the ongoing impunity that would otherwise continue to fuel further atrocities.

Since day 1, various related activities have been carried out in support of the cause: presence in the area, public demonstrations, public interventions and dissemination of news through all digital channels (site and social network) that reported the sudden worsening of the situation.

In parallel, a petition was launched on our site and hence the need for a digital campaign that would stir consciences and transform users from passive online viewers to become agents of change by supporting our appeal with a signature, useful for following up on the ceasefire request, and/or with a donation.

We launched "Humanity Check", a campaign that leveraged the logic of reCAPTCHA to catalyze social action, transforming routine verification into an act of human solidarity. It challenged the passive online viewers to become agents of change.

Each post, visual or IG story, complete with updated information and numbers, culminated in a "Humanity Check" and a call to action to sign our petition for a ceasefire.

The platforms affected were all the social channels regularly used by Amnesty (FB, IG, Twitter and the NGO website). The target was transversal and varied, Italian, adults, located throughout the peninsula without limitations.

The approach was to have a series of posts and stories that told the different situations and which, in addition to awareness of the petition, acted as a driving force for signing the petition.

The choice of IG Stories as a vehicle was born from the need to have always updated data that would tell how quickly the escalation was worsening. The sound helped to immerse oneself in situations and the "Humanity Check" together with the CTA to sign the petition, closed the circle by making the user reflect on the true meaning of "humanity".

We used the visuals in various ways: from the header of the petition landing page to the newsletter, from awareness posts to stories that had the task of making you experience that tragedy even just for a little while and move you into action. Everyone pointed to the page inviting people to sign the appeal. The campaign was highly appreciated by other international sections, so much so that Amnesty International New Zealand and Amnesty International Australia decided to use the same assets to broaden the scope of the campaign by moving with visual coherence. Other countries are interested in using the campaign.

With 10.5% of Engagement Rate, 216K Petition Reach, more than 750 daily signatures, +123 new monthly donors and 3.5 million global signatures, the results have been more than positive