Can writing set people free? Cossette and Amnesty International have produced 24 annual Write for Rights campaigns demonstrating its truth. This campaign, their 25^th, is the most compelling yet.

Every year, thousands of people around the world take part in this global movement by writing letters of solidarity to individuals unjustly imprisoned and denied their most basic rights. The results speak for themselves – over 75% of cases supported by the organisation result in a release.

This year’s campaign shows clearly that real-world impact. Cossette and Amnesty are sharing the powerful stories of people who regained their freedom thanks to past letter-writing efforts. The campaign recreates the emotional moments of their release through portraits illustrated entirely with typewriter characters. It creates striking images. Each image, crafted by UK artist, James Cook, is infused with authentic excerpts from the very letters that helped change their fate.

“James’s work immediately spoke to us. The idea of reconstructing these real moments of liberation using the very words that made them possible beautifully captures the emotional force of writing,” stated Philippe Leblanc, art director at Cossette.

The campaign is runnnig across Quebec to mid-January, with placements in local out-of-home, print, and radio media. Those interested in joining the movement can take part in the Write for Rights Marathon by visiting the campaign site here. 

Credits

Client: Amnesty International Canada Francophone
Client Team: France-Isabelle Langlois, Gabrielle Pauzé, Josée Marie Robitaille

Agency: Cossette
Creative Team: Anne-Claude Chénier, Alexandre Jutras, François-Julien Rainville, Philippe Leblanc
Strategy & Production: Rachel Demers, Laurence Campeau
Agency Production: Septième
Electronic Production: Mélissa Audette
Print & Digital Production: Marie-Ève Thibodeau, Daniel Cartier

Illustrator: James Cook
Media Agency: Cossette Media
Media Strategy & Activation: Maude Larue, Maxence Hofman