A Global Campaign For Amnesty International

creating a international PR toolkit for 18 countries

Overview

Amnesty International engaged Taylor Herring to devise an international PR toolkit to launch their global ‘body rights’ campaign.

Amnesty’s two year ‘My Body, My Rights’ Campaign would put the focus on sexual and reproductive rights.   The aims of the campaign include ending discriminatory use of criminal law to regulate sexuality and reproduction, removing barriers to access to sexual and reproductive health services and information, and empowering people to claim and exercise their sexual and reproductive rights free from discrimination, coercion and violence.

Taylor Herring were briefed to create a consumer facing campaign that would raise awareness of the initiative and the key issues amongst a younger, digitally savvy worldwide audience.  The client wanted people to share the news of the campaign launch with the emphasis on digital rather than traditional media

Taylor Herring devised the key creative for the launch and built a global PR and marketing tool kit which included picture, print and video assets which would be rolled out across Amnesty’s key international territories.  We also handled all the UK media relations around the launch.

The Creative

Taylor Herring devised a campaign which would bring some of the key ‘body rights’ to life in a way which would engage a younger audience and stimulate discussion around the key campaign issues.

Our core creative centred around illustrating some of the campaign’s key ‘body rights’ by working with an artist and using the human body as a canvas for a series of unique artworks. 

We shortlisted several artists before engaging the upcoming Tokyo based artist Hikaru Cho (formerly known as Choo-San) to produce a series of hyper-realistic body artworks to bring five individual body rights to life. 

The images which were art directed by Taylor Herring were painted directly onto the bodies of participating models to create a lifelike 3D effect using acrylic paint.  We also ensured time lapse video footage of the artworks were filmed in Tokyo (where our shoot took place) which would also be made available around the campaign launch.

In total we produced five time lapse films – all of which were bookended with translated end boards for each of the global territories.

Finally we produced a ‘making of’ mini documentary featuring behind the scenes footage and artist interview.

The asset pack of five key images, exclusive images, press release, films and documentary was then sent worldwide to all of Amnesty International’s key offices for local exploitation.

Results

The campaign was launched on the 6th March and the images are still picking up coverage worldwide today.

The UK coverage alone included a DPS in Metro and pick up in The Independent, The Sun, Telegraph, Mail Online, BBC World Service, BuzzFeed, Huffington Post, Yahoo, Orange, Talk Talk, BBC Culture and Trend Hunter.

Worldwide coverage is currently being collated.

The campaign generated 1 Million twitter impressions in the first 24 hours of launch.