Agency: Cossette
Country: Canada


Amnesty International works to stop human rights abuses, but the concept of human rights is often too abstract for the general public to grasp. A key aspect of all Amnesty campaigns is collecting signatures from supporters. Activists involved with Amnesty International know that their signature on a petition can change lives. Unfortunately, many people still don't realize the impact a simple signature can have.

Campaign objective

Raising Quebecers' awareness of the organization meant appealing to their emotional side. With zero budget, we had to persuade the public that signing a petition and making a donation could change people's lives.

Campaign description

For the fourth year in a row, Amnesty International joined forces with Human Rights Day on December 10 with the aim of rendering human rights more tangible. To achieve this, we transformed thousands of signatures into barbed wire with a view to making human rights untouchable and protecting those most at risk. We asked the public to say no to injustice, to start a movement inspired by great humanitarians like Martin Luther King Jr., Nelson Mandela and Mahatma Gandhi, and local and international influencers like Bono, film director Xavier Dolan and popular Quebec singer-songwriter Ariane Moffatt. For two months starting from December 10, Quebecers were called on to join a movement by signing their names on a microsite where they could turn their signature into barbed wire, share it on social media and invite their friends to do the same.