This Human Rights Day will feature Amnesty International’s 24th edition of its Write for Rights campaign. The annual event inspires thousands around the globe to write letters of hope and solidarity to individuals whose most fundamental rights have been violated.
Making any long-term campaign stand out is a challenge but Cossette had a striking concept that maintains the campaign’s focus on the transformative power of writing and encourages people to use that power.
The creative concept highlights two key ideas – how a single letter can change the meaning of an entire sentence, and how writing a letter can profoundly impact a life.
The campaign is a collection of impactful sentences that shift from negative to positive by changing a single letter. By putting the act of writing at the heart of the campaign it underlines the symbolic strength of words. The ads are running across print, out-of-home, radio, La Presse+, and online platforms until mid-January.
The ongoing campaign has already had an impressive success rate — over 75% of individuals unjustly imprisoned and supported by Amnesty International have been freed. To participate in the Write for Rights marathon, visit https://amnesty.ca/write-for-rights/.
Credits
Client: Amnesty International Canada Francophone
Client Team: France-Isabelle Langlois, Gabrielle Pauzé, Maude Choquette
Creative Agency: Cossette
Creatives: Anne-Claude Chénier, Alexandre Jutras, François-Julien Rainville, Philippe Leblanc, Maxime Paiement, Andrew Lord, Steven Morie
Product & Strategy: Rachel Demers, Laurence Campeau
Agency Production: Septième
Broadcast Production: Mélissa Audette, Émilie Meunier
Print & Digital Production: Marie-Ève Thibodeau, Daniel Cartier
Production House: Consulat
Photography: Mathieu Lévesque
Studio Production: Jonathan De Aguas
Set Art Direction: Pascal Brousseau
Sound: Jean-Michel Blanchette @ Lamajeure
Media Agency: Cossette Media
