Amnesty International is a non-governmental organisation focused on human rights with over 3 million members and supporters around the world. The objective of the organisation is “to conduct research and generate action to prevent and end grave abuses of human rights, and to demand justice for those whose rights have been violated.” Amnesty International was founded in London in 1961, following the publication of the article “The Forgotten Prisoners” in The Observer 28 May 1961, by the lawyer Peter Benenson. Amnesty draws attention to human rights abuses and campaigns for compliance with international laws and standards. It works to mobilise public opinion to put pressure on governments that let abuse take place. The organisation was awarded the 1977 Nobel Peace Prize for its “campaign against torture”, and the United Nations Prize in the Field of Human Rights in 1978. In the field of international human rights organisations, Amnesty has the longest history and broadest name recognition, and is believed by many to set standards for the movement as a whole.

My campaign draws attention to illegal small arms trade, which in particular has been a common contributor to African conflicts and my theme focuses on creating awareness through educating people about small arms trade and the results thereof, bringing attention to the lobbying of support toward a global Arms Trade Treaty (ATT). My concept incorporates a connect the dots activity with that of the symbolic and ever present AK-47, and a hand grenade, another one of the small arms easily accessible in Africa. The phrase ‘connect the dots’ is also used in the English language as an expression for referring to coming to a logical conclusion. The concept amalgamates the children's activity and the expression into an educational infographic interactive element. The concept encourages people to complete the activity, which highlights statistics relating to small arms trade as they sequentially connect the dots. ‘How long will it take you to connect the dots?’ this is the slogan driving for the concept. The slogan has a double meaning. The straight forward meaning being how long will it take you to complete the activity. The alternative meaning is asking how long will it take the audience to ‘connect the dots’ intellectually to logically conclude why a global Arms Trade Treaty is so vitally important. The slogan aids in encouraging an educational activity, as well as challenging the audience to use what they have learnt to make a difference and support the Arms Trade Treaty.