Amnesty International
Creating a high-impact direct mail campaign to pressure U.S. political figures into action on human rights crises around the world.
Amnesty International USA required a high-impact, direct response campaign to pressure key U.S. political figures—specifically United States Senators and the U.S. Secretary of State—to take decisive action on critical human rights issues. The initial focus was to secure support for intervention in Darfur and the newly established International Criminal Court (ICC) to combat genocide and protect vulnerable populations, particularly women and children.
We developed a strategic, high-level messaging framework and a scalable design format for political mailers that could be rapidly deployed for multiple campaigns. This approach ensured a consistent, powerful brand presence while delivering urgent, targeted calls to action. The initial Darfur campaign proved exceptionally successful, necessitating three reprints and distributing a total of 40,000 copies. This success led to the adopted format becoming Amnesty International USA’s branded standard for all subsequent political mailers.
The Deliverables
Strategic Messaging and Copywriting
Direct Response Campaign Concept and Design
Standardized Political Mailer Format
Production and Distribution of 40,000 Mailers for the initial Darfur Campaign
Design Templates for subsequent campaigns (Guatemala, Senegal, The Republic of Congo)