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Amnesty International Unblocker
Industry Gold - Not-for-Profit, Nexus Gold - Innovation, Nexus Gold - Media and/or Channel Utilisation, Craft Bronze - Excellence in Strategy
Colenso BBDO/Proximity New Zealand
Amnesty International New Zealand
Entrant Credits
Nick Worthington, Dan Wright, Oriel Davis-Lyons, Beth O'Brien, Henry Hewat, Hannah Habgood, Tom Addison, Brodie Reid, Neville Doyle, Amy Pollok, Paul Gunn, Mike Hammond, Tim Freeman, Robbie Boyd
Nominee Credits
Jane Clancey, Elizabeth Meckes, Thomas Coombes
Additional Credits
Louisa Jones, Gabriel Cubbage
Entry Rationale

Whilst the internet was meant to be a tool that liberated information, in reality, this remains an unrealised goal for many people around the world.

To highlight the growing issues of online censorship and surveillance and to draw the world’s attention to World Day Against Cyber Censorship (WDACC), AdBlock’s platform became a Trojan horse that saw this campaign reach 330 million people in 48 hours, with the message of cyber freedom being seen more in China and Russia than any other countries in the world.

Some of the world’s most recognisable names in the ongoing fight for freedom from censorship and surveillance were recruited to tell their stories in their own words – Edward Snowden, Russian musician and anti-government activists Pussy Riot, and Chinese dissident Ai Weiwei. This standout content talked directly to some of the most important issues in markets where Amnesty International usually struggles to be heard, reaching millions of people who would usually not see them. From there, the messages were organically shared through social networks at a far higher rate than Amnesty would usually see.

A whopping 70% of campaign traffic to Amnesty’s website were first time visitors – an unprecedented level and it has been ascertained that in the month following the campaign 52% of those first-time users have returned 4+ times, an enormous new following for Amnesty and perhaps the campaign’s most important outcome.

Whilst not an exact science, Amnesty International subscribe to the E-Consultancy ‘Building a Commercial Framework for Earned Digital Reach’ approach – at its simplest, a value of $0.02/unique consumer reached. With this campaign reaching 330,000,000, total earned media for a campaign that spent $0 on seeding was $9.9 million, a minimum ROI of $495 for every $1 spent. For a charity whose focus is driving reach of message and value for investment, this was a huge result.