Living in the relative safety of a western democracy means that we are often disconnected from the struggles of those living in war-torn regions. Because we don't see or experience the suffering on a daily basis, we don't often feel the need to act against it. So, in an effort to bring the plight of Syrian refugees home to Australians, Amnesty International has released a new mobile-based campaign that illustrates what little choice those in these situations often have.
Taking advantage of the accelerometer and gyroscope built into smartphones, the ad requires the mobile user to swivel the phone left or right when making a series of near-impossible decisions.
Produced by Perth- and Sydney-based creative agency Longtail, the ‘Human Rights Defender’ campaign has been rolled out programmatically
"Longtail have demonstrated exceptional understanding of our brand and the work that Amnesty International is engaged in," said Jeremy Bennett, supporter acquisition programme manager for Amnesty International Australia. "It is important for us to ensure that we are reaching the Australian public in different, engaging ways, and digital is a key area for that. Longtail have added value at all steps of the creative process and we are excited to see the impact of the campaign in driving donations for positive human rights."
Amnesty International has for some time focused its attention on using clever digital executions to bring human rights issues closer to local to those who live with the privilege of safety. Locally, this saw the organisation launch the 'Trial by Timeline' campaign, which convicted users of a range of bizarre crimes on the basis of their Facebook timelines.