Amnesty International is the world's oldest and largest human rights group of all time, yet the youth demographic, (one of the ideal catalysts in arousing conversations on pressing social issues) is out of touch with the organization.
My rebranding of Amnesty International for the campaign "Taking Justice Personally", establishes and capitalizes on the key media channels that connect with the contemporary youth population while delivering brief, 20-30 secs mobile-first video content with impactful takeaways.
Here's a snippet of one of my proposed executions for the #ThisCouldBeMe Ad Campaign and Hashtag Movement targeting primarily 18-25-year-olds, raising awareness on Discrimination based on Sexuality and Sexual Orientation of LGBTQ+ Youth.
(Video Footage Credits : Pexels Stock Videos, Take Me to Church Music Video by Hozier)
Below is an envisioned Campaign Case Study Video for the proposed campaign.
