Amnesty International is a global movement of more than 7 million people working for the fulfillment of human rights in more than 160 countries. Despite being an international organization recognized by the UN, the Colombian government has refused to meet and engage in dialogue with the organization. A discussion is needed in regards to the crisis related to the systematic murder of social and environmental activists. For this reason, a creative campaign, powerful enough to be launched without the need for any investment was necessary. A campaign that would generate social pressure on the government requesting the protection of Jani Silva, an important activist in La Perla Amazónica in the Amazon; the lung of the world which produces more than 20% of the oxygen of the entire planet.

According to the NGO Front Line Defenders, Colombia is the most dangerous country in the world for human and environmental rights activists. In fact, between 2016 and 2020, more than 971 human and environmental rights activists have been assassinated. Despite these outrageous figures, the Colombian government has not been effective in responding to this crisis.

Jani Silva, an important activist of La Perla Amazónica in the Amazon, has received in less than a year more than 3 death threats. For this reason alone it was necessary to maintain and strengthen her security scheme to guarantee her life and that of her community made up of 1200 people.

However, despite her situation, the government has repeatedly refused to meet with Amnesty International to discuss the situation of Jani and that of the human rights and environmental activists in the territory of Colombian.

Amnesty International Colombia launched a provoking campaign inviting people to wake those politicians up, tweeting directly to their accounts to demand the protection of the activists. We turned Twitter into an alarm that would not stop ringing until @rovillalba, @joseobdulio and hundreds of other politicians understand that while they are sleeping, many of our leaders will never wake up again.

Our audience was an international audience of people sensitive to the Colombian armed conflict. According to the Global Web Index (2020, Q1, Colombia, Mexico, Norway, Holland, Canada, Spain, and Belgium), 39% of people claim to be highly sensitive to social problems, stating that it is very important for them to contribute to their community. 38.2% and 40.1% affirm that it is very important for them to help others.

Success depends on generating pressure on Congress to legislate to put an end to serious abuses against the physical integrity of social and environmental activists, starting with Jani Silva, an activist from the farmer reserve zone in La Perla Amazónica in the Amazon. If this victory was won, it would not only be a symbolic victory, but also a roadmap for the future safeguarding and security of the thousands of social and environmental activists across the whole of Colombia.

Although the scope of this campaign was international, we used print and social media platforms to distribute the message, inviting people to tweet sleeping politicians. On the other hand, the pieces were directed to a landing page with information about Jani Silva, her mission and the importance of her protection, not only to protect her cause, her community and her territory but also to advance the protection of social and environmental leaders in Colombia.

On November 24, 2020, exactly four years to the day that the signing of the peace agreement in Colombia took place, we launched the first elements of the campaign across networks such as Twitter, Facebook and Instagram. These social media platform were used to improve the scope of the campaign and in the profile of Amnesty Americas and Mexico alone, more than 27,043 organic interactions were achieved rapidly.

Through this campaign we achieved a change in the government's behavior, going from not even having a meeting with Amnesty International, to issuing resolution number 00001303/2021 to guarantee the protection of Jani Silva.

More than 33,000 signatures requesting the protection of Jani Silva (Canada 3,600, Belgium 7,560, Colombia 5,353, Norway 16,933, Holland, Chile, Argentina).