Every year, for International Human Rights Day on December 10, millions of letters are sent to the persecuted from people they’ve never met. The messages help convince government officials to release the imprisoned for expressing their opinion, stop the use of torture and end other human rights violations.

It’s all done in connection with Amnesty International’s Write for Rights campaign, Thus year again, Cossette has offered its services to help raise awareness for this global endeavour in French Canada.

Last year, Amnesty supporters sent around 6 million messages from 200 countries and, now in its 14th year, the cause will focus on those under the age of 25 who are leading forces of change. Cossette has prepared fresh and modern creative for them.

That creative communicates that these letters not only have a direct impact on someone’s life, but on governments and countries as a whole.

Cossette Media has joined in too, rallying its media partners, including La Presse, Bell Media, Cogeco, Groupe Capitale Médias, Journal Métro, TC and Publicité Sauvage. All have provided media space across a host of channels – digital, radio, print and OOH in the province of Québec.

Credits

Agency: Cossette
Creative: Anne-Claude Chénier, Geneviève Duquette, Alexandre Jutras, Dorian Coureau, François Julien Rainville & Thibaut Delelis
Strategy: Hugo Fournier
Account Management: Olivier Charbonneau & Florence Girard-Leblanc
Illustration: Sébastien Lépine @ Anna Goodson Illustration Agency
Production: Mario Levesque & Mathilde Marletaz

Media Agency: Cossette Media – Hélène Gingras & Marie-Pierre Desrochers

Client: Amnesty International French Canada
Client Team: France-Isabelle Langlois, Khoudia Ndiaye, Sandrine Guillot & Andréanne Pâquet