rebrand and campaign conceptamnesty international
This project involved a full re-branding concept of the organization, focusing in their motto “It is better to light a candle than to curse the darkness.”
As a main focus point, The idea behind the concept of the six word stories is to create a scene and paint a picture of what is really going on and being unnoticed. A campaign that for its simplicity it can be easily translated for use in many different languages around the world.
The campaign is a series of six word stories that allows our audience to fill in the blacks of the before and after of a simple phrase. It tells an entire story in only six words. Using the research that psychologically 6-7 words or characters is as much as the human brain can capture and retain for a longer period of time, I intended to make the thought linger in our audience’s minds encouraging them to go online and need to know more about the rest of the story. The purpose of the campaign is to spread the word of what human rights are, what Amnesty International stands for and what they defend.
The Campaign itself is very sober, sticking to the colour palette of white, yellow and black that is very signature of Amnesty International. I decided not to make use of imagery as a tactic to not distract the audience from the true motif of the campaign, the point is not to show them what is going on but for them to picture it themselves. The campaign is meant to create momentum online and in social networks, using the hashtag #aisixwordstories and tagging Amnesty International and come up with their own six word stories, lead others to take action and get involved.