ARGENTINA ABORTION
On 8th August 2018, Argentina’s Senate was set to vote on a bill to legalise abortion. Our colleagues in Argentina told us that showing senators that the world was watching and that they weren’t making this decision in a vacuum would be absolutely crucial for swinging this vote.
So instead of running a traditional social media campaign, we decided to publish a striking advert on the back page of the New York Times, a day before the vote. We then used this offline component to run the social media campaign, posting photos of people around the world holding up the NYT ad on Instagram and Twitter.
This campaign dominated the social media conversation in Argentina and was trending on Twitter for 24 hours.
Published NYT ad was used online.
3,802 Likes, 46 Comments - Amnesty International🌎 (@amnesty) on Instagram: "From a page in the @nytimes, to the streets of Buenos Aires. It's time to say adiós to unsafe..."
TOXIC TWITTER
In 2018, Amnesty International launched #ToxicTwitter, a campaign to draw attention to the violence and abuse many women experience on Twitter, often with little accountability. Together with a report, we launched a social media campaign to urge the platform to be more transparent and diligent in its response to reports of violence and abuse. We gathered testimonies of prominent women online and used their voices on our channels to show the world the extent of the problem. Our main tactic was to target Jack Dorsey, CEO of Twitter, on his own platform aka. Twitter. We hijacked an existing hashtag #ToxicTwitter and within the first 24 hours got @jack to follow us back.
COLIN KAEPERNICK
Each year, Amnesty International awards the Ambassador of Conscience Award—our highest honor—to an individual or groups who have furthered the cause of human rights by showing exceptional courage standing up to injustice and who have used their talents to inspire others. In 2018, this was award was given to Colin Kaepernick. Apart from helping with the ceremony and the coverage around it, we developed a social media campaign with Colin and his team. The campaign reached over 4 million people on Twitter and 1 million people on Facebook. It had the 2nd top engagement tweet from global @amnesty ever with 31.5K total engagements (previous highest 30.3K) and 3rd top in terms of retweets (8K.) As a result we were trending in the US, and Twitter made a Twitter moment around our award.
