Threats, attacks, pressures, criticisms. Amnesty International receives all of these.

To mark the publication of its annual report, DDB Paris and Amnesty International France are highlighting the reactions generated by its investigations. Because they are proof of their impact on those who violate human rights.

Every year, Amnesty International publishes its annual report. It’s a book of several hundred pages that presents a comprehensive overview of the human rights situation worldwide, analysing 155 countries. The result of a year of investigations.

This report points the finger at political decision-makers, states, organisations, and companies who, despite their political, ethnic, and religious diversity, all have one thing in common: they violate human rights. The exposure of their actions by Amnesty International’s investigations and their relay by journalists then allows to alert public opinion and put pressure on these actors.

Pressure that is not without consequence for the NGO. Every year, it is the target of criticism, threats, and attacks. But these attempts to silence Amnesty International are also the best evidence of the impact of its independent investigative work.

This is why DDB has chosen to make it the heart of the new Amnesty International France campaign. The print and digital campaign highlights, through catchy slogans with a grating tone, the various attacks on Amnesty International following the publication of its investigations. Attacks that come from all corners of the world and all political sides:

• Amnesty International’s premises vandalised by violent groups in France.                                     
• The call to stop donations to Amnesty International by the Vatican.                                                         
• A cyber-attack on Amnesty International Canada by a cyber-espionage group associated with China.
• The expulsion of Amnesty International by the Russian Justice Department.
• Harassment against Amnesty International by authorities in India…

The campaign encourages audiences to consult Amnesty International’s investigations available on its website before the arrival of its annual report on April 24. A report that can boast of being the most hated book of all human rights detractors.

Credits

Client: Amnesty International France            
Client Team: Vincent Allemand, Arnaud Humblot, Caroline Lutz, Léo Desblés

Creative Agency: DDB Paris
Chief Creative Officer : Alexander Kalchev                                                              
Copywriter: Jeremy Burnand                                                                                   
Art Director: Maximilien Guibert
Illustrator: Maximilien Guibert
Art Director Assistant: Ilona Sinsou 
Agency Managers: Coralie Bouillier & Louise Cassola 
Strategy Director: Cédric Ledoux
Social Media & Influence
Social Media Manager: Paul Gosset
Art Director: Alexandre Gournay
Copywriter: Louis Carrier                                                                                      
Head of Influence: Yannick Léon                                                                               
Influence Manager: Emma Montagnac
Print Producer: Corinne Vulliez                                                                        
Manufacturing Manager: Laurent Daniel Press 
Relations Director: Anne-Marie Gibert                                                                 
International Press Relations: Romana Kügerl-Marian