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Amnesty targets Generation Z in new campaign

30.06.2017 Advertising : Digital : Media
You Are Not Powerless by Amnesty International UK

UK – Amnesty’s new film, Not Powerless, delivered as a short animation, was released in response to Theresa May’s vow to change human rights laws in order to counter terrorism.

Conventionally used to describe young adults as easily offended and less resilient, the term ‘snowflake generation’ is reappropriated by the campaign to incite change. Before asking people to speak up, the film asks viewers: ‘You upset your Instagram post only got five likes?’ and ‘Are you offended 82% of countries torture their own citizens?’

‘Human rights are a vital cornerstone of our society, and must be protected and promoted both at home and abroad by the next government,’ says Kate Allen, director of Amnesty International UK. ‘As the new government is being formed, human rights must remain top of the agenda.’

The campaign has also been launched with a microsite, enabling people to access information, events and campaign opportunities.

The Big Picture

  • As outlined in our Backlash Brands macrotrend, brands are choosing to stand their ground, politically and ethically, rather than choosing to cater for every consumer
  • By taking an animated approach to the campaign, Amnesty was able to tap into the visual-first mindset. For more, see our Gen Viz macrotrend