AMNESTY INTERNATIONAL

Brief: A 30-second promo for Amnesty International that aims at raising awareness of the organization and its efforts to protect human rights.

Target: Educated females and males ages 30 – 60.

Design Problem: Tackling the position of Amnesty in relation to challenging and at times gruesome practices violating human rights throughout the world.

Amnesty International is a non-governmental organization with its headquarters in the United Kingdom focused on human rights. The stated mission of the organization is to campaign for “a world in which every person enjoys all of the human rights enshrined in the Universal Declaration of Human Rights and other international human rights instruments.”

CREATIVE STRATEGY

In this promo I will have a voice over with music playing in the background. The pace of the voice over and animations will be slow so that the audience can easily follow along. The visuals will be illustrative and surreal in order to add some mystery in the piece. I felt that it was necessary to use hands in this promo because hands represent unity, justice, power, and love which are the core foundations of Amnesty International’s message.

SCRIPT

Over the years, human rights have moved from the fringes to centre stage in world affairs. Amnesty has grown from seeking the release of political prisoners to upholding the whole spectrum of human rights. Our work protects and empowers people - from abolishing the death penalty to combatting discrimination, and from protecting sexual and reproductive rights to defending refugees and migrants’ rights. We are independent of any political ideology, economic interest or religion. No government is beyond scrutiny. No situation is beyond hope.

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