Trial by Timeline Campaign: Amnesty International

Results

New Zealand was named: one of the Freest Countries of

the World!

SADLY, EVERYDAY PEOPLE ALL OVER THE WORLD

SUFFER PUNISHMENTS SIMPLY FOR

ATTEMPTINGA QUALITY OF LIFE

WE TAKE FOR GRANTED!

TRIAL BY TIMELINE GIVES YOU A GLIMPSE OF WHAT THAT IT MIGHT BE LIKE!

IT ANALYSES YOUR FACEBOOK PROFILE TO

FINDCRIMES YOU'RE GUILTY OF BEFORE SHOWING

YOUHOW YOU'D BE

PUNISHED!

ANYTHING YOU'VE EVER SAID OR DONE

IS ABOUT TO BE USED AGAINST YOU!

Amnesty International is a global movement of more than 3 million supporters, members and activists in over 150 countries and territories who campaign to end grave abuses of human rights.Vision: Is for every person

to enjoy all the rights enshrined in the Universal

Declaration of Human Rights and other

international human rights standards.

Company Overview

Situational AnalysisSituational Analysis

Budget<$300,000

Agency: Colenso BBDO/Proximity New ZealandClient: Amnesty International NZ

To increase awareness and support, Amnesty wanted to give New Zealanders a first-hand experience of life in countries where

human rights aren't afforded. So they created

Trial by Timeline!

In a country as fortunate as New Zealand, Amnesty

International is a movement understood and supported by

just a few! 

Objectives Stand up for Human Rights

Raise awareness and engagement using www.trialbytimeline.org.nz

100,000 unique visits to www.trialbytimeline.co.nz site

Average time spent on site 3 minutes Viral Reach: Target of 500 thousand people via

Twitter and one Million on Facebook Grow Amnesty International New Zealand

Facebook community by 100%

Company OverviewCampaign Overview: Creative Insight & Strategy!Key Tool: A Facebook Application!

Campaign Overview: Creative Insight & Strategy!

It could scan people's Facebook Time line activity,

searching everything they've ever liked,

posted or written and then 'sentence' them!

No religious status? Being an atheist is

punishable! Group photos?

Unauthorised gatherings are punishable! Swear words?Yes, that's punishable too!

Objective:Illustrating that were it not for our good fortune

in living where we do, our lives could look very

different!

Amnesty International's own black and yellow identity

supplied a striking palette, providing visualisation of acts of

terrible violence with impact, while avoiding the grotesque.

Company OverviewCampaign Overview: Creative Insight & Strategy!Once the trial is complete, the user receives a summary of punishments they would have received.

Examples:Stoned: For drinking Alcohol!Imprisoned and Beaten: For talking to the opposite sex!Hung: For pre-marital sex!Finally,

It asks users to take advantage of their freedom to

help free others from such atrocities by showing

their support for Amnesty International

The reality of the potential implications of 'normal' Western behaviour shocked and provoked

New Zealanders to act.Sharing their

results with their friends and

creating viral reach for the campaign and

Amnesty's message.

Company Overview

Communication Tools

Social Media-Facebook, Twitter,

Blogs!-Various people and

influencers put themselves on trial

and shared their results!

PR Campaign- across as many

major TV, radio and news stations, IT publications and

websites as possible!

Own Website

Viral over 200 Countries!

Results

340,000 unique visits to www.trialbytimeline.co.nz site!

Average visit duration was 7:27 minutes!

Twitter Objective:Viral reach of 500,000 people.

Result:The campaign proved effective at reaching key

online influencers, with the average number of followers for people sharing their results being 1,609, leading to a total reach figure of 6,821,358

people to date (not including Re-Tweets)! –

ResultsFacebook Objectives: Viral reach of 1,000,000 people (25% of the population of New

Zealand).Result:9 million people so far.

Additional Facebook Objective:

Grow Amnesty International New Zealand Facebook community by 100%.

Result:Amnesty International New

Zealand's Facebook community: 500%

-From 3,720 to 20,000. 

Results340,000 unique visits to www.trialbytimeline.co.nz !Average visit duration was

7:27 minutes!

It has already gathered global traction and

reached over 200 countries. Amnesty sections in

Sweden, Turkey, South Korea, Denmark

and Norway have requested translations of the

software.

New Zealand had to find a tangible way of bringing Amnesty's message home to everyday Kiwis.

They needed to enable people to

experience first-hand what it might be like to live

without basic human rights by talking to them in a

place where they're already engaged and freely sharing

in conversations. They had to make the charity accessible to more people and

find a way to communicate with them ina personal and

relatable way.

Key Learnings

By,Soumya

Mukherjee