Empower and activate 18-25 year olds who have heard of Amnesty International, but don't understand what the organisation does, to take injustice personally themselves in a real and meaningful way. Taking into consideration all of the appropriate channels relevant for the campaign (digital, print etc). These young people are unable to give much money, but can give in other ways: e.g. time or advocacy.

The hand over the mouth is the iconic gesture that lies at the heart of the #OurVoiceForTheirs campaign, not only does it show unity against the oppression of free speech, but also support to those being oppressed around the world. This seemingly effortless symbol will grow in importance as the campaign snowballs into a social media success.

Given that everything is at our fingertips nowadays it is no surprise that the attention span of our selected audience isn't that large, which raises the problem of how to get them involved in a charitable campaign. It is said that anything that takes more than three clicks starts to lose the audiences' attention; keeping that in mind a 3 step system was created to offer people an easy way to get involved. Stories - Reading the stories is first, raising awareness of the violations of free speech happening globally. Sign - A simple signature on a petition makes all the difference to those in need, as our signature numbers grow, so does our success. Share - Inspire others to get involved by sharing your opinion on what is happening around the world or even sharing your selfie doing our signature gesture!

An easy way to offer new stories to those interested in making a difference with #OurVoiceForTheirs is a simple one page website, updated daily to show new stories about oppression of free speech around the world. That, coupled with the simple 3 Step system, offers the audience the chance to make a difference to someones life without the expense of time or money.

With our target audience always being on the move, the question arose of how to capture their attention quickly and effectively. The answer was obvious, place the ads where our audience spend the most time, Uni/College, at transport links and in the city centre. Our ads had two variations, the censored posters that aim to start conversation among people and the campaign posters, outlining the signature gesture alongside the hashtag.

Instead of the usual meloncholy, shocking advert that Amnesty International usually offers, we chose to step away completely and have a fresh visual style that concentrates on bold colour and punchy taglines. Visable on all of the outdoor campaign adverts as well as the webpage and social media posts, the taglines have a joining element showing some of the so called "crimes" being committed by the oppressed. This coupled with simple illustrations and hand lettering makes quite a harsh subject seem approachable

*Imagery used is for brand proposal only, all rights to their respected owners