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The best in public interest and CSR communications globally : Aug 11, 2022
BRIEFTo Amnesty International, abortion rights is human rights. In the case that «Roe v. Wade» would be overturned, Amnesty wanted to have a response ready. Our job was to find an idea that could mobilize people and put international pressure on U.S. state governors who still has the power to stop abortion bans.SOLUTIONA 90 second online film portraying four different women facing the consequences of stricter abortion laws – to the sound of a new version of «The Star-Spangled Banner», without the word free.A central part of the campaign was timing. Not knowing when or if «Roe v. Wade» would fall, our goal was still to have a response ready if the unthinkable happened. On the day it did, we were able to launch one hour after the news broke, and within hours Amnesty was trending on TikTok and spreading across the world.
