Amnesty International: Free or Persecuted

Amnesty International, a non-governmental organisation (NGO), re-engaged churned members in Denmark by asking them to take a stand on various human rights issues and showing them in which countries they would face persecution.

Campaign Purpose

In the resent years Amnesty International in Denmark have been losing members, and attempts to re-activate had not been very successful. By addressing this challenge from a data-driven perspective new insights emerged and we were able to make them extremely actionable by developing a set of data-driven targeting models. The key insight was that Amnesty's members have various and very different reasons for becoming a member, since Amnesty work in many different areas of human rights. Furthermore the insights were that activation of members and also attempts to re-activate churned members had worked poorly with a general Amnesty...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands