Global yellow card campaign

Global yellow card campaign

Amnesty International

We helped develop a lead generation campaign supporting freedom of expression and peaceful protest in the lead up to and during the World Cup in Brazil in 2014.

The aim

In the build up to the 2014 World Cup in Brazil, the Brazilian Government tried to pass a law that would ban peaceful protest.

Amnesty International Brazil and other Sections around the world combined to gather names and attention to put pressure on the Brazilian Government and prevent the law from being passed as well as demand adequate training for police to avoid excessive force during protests.

What we delivered

  • Creative strategy and concept development
  • Design, build and hosting of multi-lingual landing pages
  • Development of all organic social and paid media assets
  • Email copy

The results

Led by Amnesty Brazil, landing pages developed in ten languages and 12 currencies with over 20 Amnesty Sections participating.

The campaign reached its goal of over 100,000 signatures in a month, with conversions ranging from 2% to 20% dependent on channel and market.

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