Challenge: How to raise awareness of and support for a global human rights issue among a young demographic—without being overly preachy
Think Amnesty International, think planet-reaching, planet-impacting promotions; think benefit concerts with glitterati and paparazzi; think swelling public support and action in the ongoing global fights for human rights.
Lastly, think Amnesty International and China – think of the fight to end crackdowns on journalists, writers and Internet users; the fight to stop Web sites from being blocked and filtered; the fight to allow the free-flow of information to people who demand knowledge and truth.
Amnesty Australia, in keeping with its action-oriented modus operandi, recently held a benefit concert to raise the public’s awareness of China’s overt restrictions of Internet rights and expressions. Benefit organizers contacted ePromos for help with a promotion for their young demographic that would be both highly visible and highly effective—without being overly preachy.
Solution: Heavyweight wristbands imprinted with a succinct, clear, mobilizing message and call to action
The winner, a popular choice among awareness campaigns: a series of cotton, elastic, heavyweight wristbands—these for Amnesty in eye-catching shades of yellow emblazoned with the word UNCENSOR. And to ensure a truly effective awareness campaign, the wristbands were also imprinted with a Web address where recipients could learn more about Internet rights and abuses in China and what they could do to join Amnesty in its fight.
Result: Concert-goers use wristbands to express solidarity; Amnesty successfully raises support and awareness for a cause near to its heart
Benefit staff had this to say about the fashionable wristbands, which, when worn during the concert, painted a picture of attendees’ solidarity with and support of their Chinese counterparts: “The wristbands have been a resounding success! They have flown out the door and I wish we had budget for more! Our wristbands have made their way to London for the London Marathon and a prominent Australian musician wears one in his latest film clip. Other bands have worn the wristbands on stage at summer festivals; and they’ve been a hit across universities as well!”
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Amnesty International Wristbands (PDF Version)
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