AMNESTY INTERNATIONAL
From Silence to Action: Amnesty International’s Barbed Wire Campaign
Amnesty International’s innovative campaign transformed digital signatures into a dynamic symbol of resistance, engaging communities to advocate against torture, injustice, and the death penalty.
PROJECT OVERVIEW
Amnesty International is a globally recognized human rights organization committed to preventing and ending grave abuses of human rights and demanding justice for those whose rights have been violated. Founded over 50 years ago, Amnesty has become synonymous with the fight for justice and dignity for all.
The Barbed Wire campaign was designed to visualize the power of a signature in fighting human rights abuses. Launched on International Human Rights Day, the initiative sought to mobilize global citizens to use their signatures as a tool against injustice, transforming these signatures into virtual barbed wire as a symbol of protection and resistance.
ECOSYSTEM & MARKET
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m+
global members, supporters, and activists
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countries and territories presence
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charity score rating
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Amnesty International is awarded the Nobel Peace Prize
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Canadian branch established
MY ROLE
As Lead UX Designer, I was pivotal in crafting the campaign’s digital strategy and interactive platform. My responsibilities included designing the user interface that allowed participants to visually transform their signatures into barbed wire, enhancing user engagement through seamless navigation and impactful visuals.
I also oversaw the integration of the campaign across various digital platforms, ensuring a unified and compelling user experience.
THE APPROACH
Creative Strategy: Developed a unique concept that utilized digital signatures as a tool for advocacy, symbolically representing them as barbed wire to signify both imprisonment and protection.
Technical Execution: Implemented a real-time visualization of signatures on the campaign microsite, allowing users to see their personal impact immediately, which encouraged further engagement and sharing.
Influencer Collaboration: Partnered with well-known figures to amplify the campaign message, leveraging their platforms to reach wider audiences and boost participation.
RESULTS
Engagement and Impact: The campaign successfully generated millions of impressions and significantly increased public engagement with Amnesty’s work.
Increased Awareness: Through effective storytelling and media collaborations, the campaign raised awareness about the significance of individual actions in supporting human rights.
Financial Contributions: Notably, the campaign also saw an increase in donations, illustrating the public’s strong support and the campaign’s ability to connect emotionally and motivate action.
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campaign-related impressions
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increase in new visitors to the site
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signatures collected
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increase in donations