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  • SUB CATEGORY :
    BEST USE OF DIGITAL
  • COMPANY ENTERING :
    COLENSO BBDO, AUCKLAND
  • ENTRY TITLE :
    AMNESTY UNBLOCKER
  • BRAND :
    WORLD DAY AGAINST CYBER CENSORSHIP
  • ADVERTISER :
    AMNESTY INTERNATIONAL
  • AGENCY :
    COLENSO BBDO, AUCKLAND
  • CREATIVE CHAIRMAN :
    NICK WORTHINGTON
  • CREATIVE DIRECTOR :
    DAN WRIGHT
  • CREATIVE TECHNOLOGIST :
    ROBBIE BOYD
  • COPYWRITER :
    ORIEL DAVIS-LYONS/BETH O'BRIEN/HANNAH HABGOOD
  • ART DIRECTOR :
    HENRY HEWAT
  • SENIOR DESIGNER :
    TOM ADDISON
  • SENIOR BUSINESS DIRECTOR :
    BRODIE REID
  • ACCOUNT DIRECTOR PR :
    LOUISA JONES
  • HEAD OF ACTIVATION & PR :
    PAUL GUNN
  • STRATEGIC PLANNING DIRECTOR :
    NEVILLE DOYLE
  • JUNIOR PLANNER :
    AMY POLLOK
  • PRODUCTION DIRECTOR :
    TIM FREEMAN
  • SENIOR EDITOR :
    MIKE HAMMOND
  • THE BRIEF :
    AMNESTY INTERNATIONAL ARE AN ORGANISATION FOCUSED ON ABUSES OF HUMAN RIGHTS AND FREEDOM OF SPEECH AROUND THE WORLD. INCREASINGLY, CYBER-CENSORSHIP IS A KEY CONCERN FOR THEM. THE INTERNET WAS MEANT TO BE A TOOL THAT LIBERATED INFORMATION BUT THE REALITY IS THAT A THIRD OF ALL PEOPLE WHO ARE ONLINE DO NOT HAVE UNCENSORED ACCESS. OUR CAMPAIGN AIMED TO SHINE A LIGHT ON THIS; HIGHLIGHT THE GROWING ISSUES OF ONLINE CENSORSHIP AND SURVEILLANCE AND TO DRAW THE WORLDS ATTENTIONS TO WORLD DAY AGAINST CYBER CENSORSHIP. AMNESTY WANTED PEOPLE TO TAKE NOTE, BUT HAD NO MEDIA BUDGET TO REACH THEM.
  • THE STRATEGY :
    AT THE HEART OF AD BLOCKING IS THE DESIRE TO CONTROL YOUR ONLINE EXPERIENCE. PEOPLE WHO HAVE DOWNLOADED ONE TEND TO BE MORE TECH SAVVY, CONCERNED WITH ONLINE PRIVACY AND BELIEVE THAT THE INTERNET SHOULD BE FREE FROM CENSORSHIP. THIS MADE THEM A PERFECT AUDIENCE FOR AMNESTY INTERNATIONALS MESSAGE.BY CONVINCING ADBLOCK TO PARTNER WITH US WE ENSURED THAT WE WOULD GET THEIR ATTENTION – ALL WE NEEDED TO DO WAS MAKE SURE THAT THE MESSAGE WOULD BE ONE THEY WOULD BE OPEN TO HEARING. THE PARTNERSHIP ALSO SECURED THE ATTENTION OF A WIDER AUDIENCE WAY BEYOND JUST THE ADBLOCK USERS.
  • THE EXECUTION :
    ENLISTING SOME OF THE WORLDS MOST RECOGNISABLE NAMES, EDWARD SNOWDEN, AI WEIWEI AND PUSSY RIOT CREATED ADS THAT CLICKED THROUGH TO CONTENT WRITTEN BY THESE INFLUENCERS ON THE DANGERS OF CYBER SURVEILLANCE AND GOVERNMENTAL DIGITAL-CENSORSHIP, ALL DRIVEN BY THEIR OWN EXPERIENCES. LAUNCHING ON WORLD DAY AGAINST CYBER CENSORSHIP THE SCALE OF THE CAMPAIGN WAS SIMPLE–EVERYWHERE USERS OF ADBLOCK WENT, THEY WOULD SEE OUR MESSAGE. WITH A TOTAL CAMPAIGN COST OF LESS THAN $20,000, AND $0 SPENT ON PAID MEDIA, WE GENERATED OVER $7.5 MILLION WORTH OF EARNED MEDIA.
  • THE RESULT :
    ON WORLD DAY AGAINST CYBER CENSORSHIP THIS PARTNERSHIP BETWEEN ADBLOCK AND AMNESTY INTERNATIONAL ALLOWED OUR CAMPAIGN TO REACH OVER 330 MILLION PEOPLE –10% OF ALL GLOBAL INTERNET USERS. GLOBALLY, AMNESTY INTERNATIONAL EXPERIENCED THE HIGHEST LEVELS OF WEB TRAFFIC IN THE HISTORY OF THE ORGANISATION THE HIGHEST LEVELS OF WEB TRAFFIC OCCURRED IN CHINA AND RUSSIA – EXACTLY THE SORT OF COUNTRIES THAT AMNESTY INTERNATIONAL USUALLY FIND IT HARD TO SPREAD THEIR MESSAGE. THIS SHOWED THE POWER THAT THIS UNIQUE PARTNERSHIP WITH ADBLOCK CREATED.
  • URL :
    http://www.ourshowroom.co.nz/amnestyunblocker/