Professional Documents
Culture Documents
The Communication Agencies Association of New Zealand Bronze, New Zealand Effie Awards, 2013
Amnesty International NZ: Trial by Timeline The Communication Agencies Association of New Zealand Bronze, New Zealand Effie Awards, 2013
unique visits to the site with people spending on average 3 minutes there. Viral Reach and shareability were vital so targets of 500 thousand people via Twitter and one million on Facebook were set. They also aimed to grow Amnesty International New Zealand Facebook community by 100%, creating a bigger base to communicate with in the future. Creative insight and strategy A Facebook application was the key tool for this campaign. Named Trial by Timeline, it could scan people's Facebook Timeline activity, searching everything they've ever liked, posted or written and then 'sentence' them. No religious status? Being an atheist is punishable. Group photos? Unauthorised gatherings are punishable. Swear words? Yes, that's punishable too - illustrating that were it not for our good fortune in living where we do, our lives could look very different. Amnesty International's own black and yellow identity supplied a striking palette, providing visualisation of acts of terrible violence with impact, while avoiding the grotesque. A scattering of people's personal photographs added to the intrusion. Once the trial is complete, the user receives a summary of punishments they would have received, identifying the countries around the world where these crimes are being allowed. For example, you could have been stoned for drinking alcohol, imprisoned and beaten just for talking to the opposite sex, or hung for pre-marital sex. Finally, it asks users to take advantage of their freedom to help free others from such atrocities by showing their support for Amnesty International. The reality of the potential implications of 'normal' Western behaviour shocked and provoked New Zealanders to act, sharing their results with their friends and creating viral reach for the campaign and Amnesty's message. Communications strategy With no media budget Colenso BBDO/Proximity New Zealand used PR and social media, and as the website went live, they launched a PR campaign across as many major TV, radio and news stations, IT publications and websites as possible. Amnesty launched the message to their existing communities through Facebook and Twitter. Colenso BBDO/Proximity New Zealand tapped into Amnesty's network of local supporters to spark the social sharing aspect of the campaign. From there, as people started to engage with the site, the campaign grew through viral reach and sharing via social media, blogs and PR. As various people and influencers picked up on the application, put themselves on trial and shared their results, there were spikes of traffic and mentions from different parts of the world now reaching over 200 countries and counting. Results Objective: 100,000 unique visits to www.trialbytimeline.co.nz site. Result: 340,000 unique visits to the microsite. Objective: average time spent on site 3 minutes. Result: average visit duration was 7:27 minutes. Twitter Objectives: viral reach of 500,000 people.
Downloaded from warc.com
Result: The campaign proved effective at reaching key online influencers, with the average number of followers for people sharing their results being 1,609, leading to a total reach figure of 6,821,358 people to date (not including retweets) more than 13 times the objective. Facebook Objectives: viral reach of 1,000,000 people (25% of the population of New Zealand). Result: the Facebook campaign has reached almost 9 million people so far. Additional Facebook Objective: grow Amnesty International New Zealand Facebook community by 100%. Result: this target was smashed, increasing Amnesty International New Zealand's Facebook community by more than 500%, from 3,720 to 20,000. Although this project is in its infancy, it has already gathered global traction and reached over 200 countries. Amnesty sections in Sweden, Turkey, South Korea, Denmark and Norway have requested translations of the software.
www.warc.com All rights reserved including database rights. This electronic file is for the personal use of authorised users based at the subscribing company's office location. It may not be reproduced, posted on intranets, extranets or the internet, e-mailed, archived or shared electronically either within the purchasers organisation or externally without express written permission from Warc.