Amnesty International has unleashed a new positioning and an app that shows users the crimes they would be guilty of if they lived without basic human rights.
Auckland based ad agency Colenso BBDO is behind the campaign and the new positioning ‘Protect the Human’, which aims to give New Zealanders firsthand experience into what life might be like to live without basic human rights.
To do this Amnesty has launched Trial by Timeline – a Facebook application that scans your Facebook Timeline and shows what some of your comments or behaviours might have cost you in different countries.
Rebecca Emery, deputy director of Amnesty International, said: "These are issues that Amnesty International deals with everyday and are a reality for so many people around the world.”
“Trial by Timeline is a fantastic opportunity for us to bring a greater understanding of human rights issues to New Zealanders in an accessible and creative way.”
Nick Garrett, managing director Colenso BBDO, added: “It’s nice to be able to contribute to a societal challenge and use creativity for good. We hope it will make a difference.”
To find out what crimes you would be guilty of click here.
Credits: client Amnesty International, agency Colenso BBDO, creative director Levi Slavin, digital creative director Dan Wright, art director Anna Stickley, copywriter Ben Polkinghorne, producer James McMullan, production company Assembly.