BMF Melbourne is behind a new campaign for Amnesty International USA, urging US president Barack Obama to sign an arms trade treaty at the UN conference that started in New York yesterday.

The Aussie creative agency developed Twignature, which allows Twitter users to create a Twignature – a digital signature of their Twitter handle – by retweeting specific tweets from Amnesty.

The idea of Twignature caught Amnesty USAS’s attention when the technology, developed by BMF, was tested by Amnesty Switzerland for its letter writing campaign in 2012.

David Klein, executive creative director at BMF Melbourne, said: “Twignature gives people an easy way to show and share their support for a cause. It adds reach and momentum to Amnesty’s campaign. We are really excited to be working with Amnesty International USA on a campaign that has such huge global relevance as regulating the arms trade.”