Amnesty targets Generation Z in new campaign

Amnesty targets Generation Z in new campaign

UK – Short animation film calls for the support of human rights by ridiculing the ‘snowflake generation’.

Article/21512 4df
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
Discover More News
Cash App taps Timothée Chalamet for youth-friendly money talk

News

Cash App taps Timothée Chalamet for youth-friendly money talk

Cash App has launched an integrated brand campaign featuring Academy Award-nominated actor Timothée Chalamet which aims to foster intergenerational...
Finance : Gen Z : Youth
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Beauty : The Synthocene Era : Virtual Beauty
Stat: Southeast Asia is TikTok’s largest advertising audience

News

Stat: Southeast Asia is TikTok’s largest advertising audience

Southeast Asia now accounts for nearly a quarter of TikTok’s global advertising audience, according to the Digital 2025: July Statshot report.
Statistic : Stat : Southeast Asia
Spktrl’s AI diamond ring aims to cut screen time

News

Spktrl’s AI diamond ring aims to cut screen time

Parisian start-up Spktrl is reimagining wearable technology with the launch of its AI-powered Light Ring, a piece of high jewellery designed to cur...
Wellness : Augmented Human : The Synthocene Era
Represent launches in-person fitness competition 247 Mission Rivington

News

Represent launches in-person fitness competition 247 Mission Rivington

British fashion brand Represent has held its first-ever fitness event, 247 Mission Rivington, with 100 athletes competing in a 12‑hour endurance ch...
Sport : Fashion : Fitness
Stat: Technological innovation is driving the future of beauty

News

Stat: Technological innovation is driving the future of beauty

Wealth divides, digital tools and regional identity are reshaping the international beauty market, according to The State of Fashion: Beauty Volume...
Statistic : Stat : Beauty
AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

News

AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

WWF-Korea has launched Animal Trash Fashion, a powerful out-of-home campaign using AI to starkly illustrate the devastating impact of plastic pollu...
Sustainability : Design : Advertising
Rixo launches pre-loved resale platform

News

Rixo launches pre-loved resale platform

British fashion brand Rixo is expanding its circular ambitions with the launch of Rixo Pre-Loved, a resale platform where customers buy and sell it...
Retail : Fashion : Sutainability
Stat: Global business travel spending hits historic high

News

Stat: Global business travel spending hits historic high

Business travel is set to reach a record £1.18 trillion ($1.57 trillion, €1.36 trillion) by the end of 2025, according to ...
Stat : Statistic : Global Travel Market
Axe gamifies fragrance sampling with arcade-inspired bus stop activation

News

Axe gamifies fragrance sampling with arcade-inspired bus stop activation

Axe is making fragrance sampling fun again with a new campaign for its Cherry Fizz body spray.
Advertising : Fragrance : Retail
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN