Minute of Hope

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Title

Minute of Hope

Advertiser:

Amnesty International

Year:

2014

Source:

Media Innovation Awards

Product Category:

Charities, Public Service /Government

OOH Format:

Floor decals, Indoor, Murals

Country:

Canada

Objective:

Increase awareness of International Human Rights Day with a significant gesture that everyone could do.

Target Group:

Quebecers

Strategy and Media Used:

Amnesty International developed formats that allowed Quebecers to observe one minute of silence, without realizing it. Murals, floor decals and newspaper ads, 60-second radio spots were filled with long silences; a one-minute video appeared on digital screens in bars, online and on La Presse+; and online banners and page dominations lasted for one minute.

Results:

The one-minute movement spread throughout social networks and was supported by 25 Quebec artists bowing their heads in their Facebook pictures. With zero budget, the campaign generated 7.8 million impressions and a 789% increase in visitors to Amnesty.ca.