Colombia is the most dangerous country in the world for those who protect human rights and the environment. To give this situation prominence, Amnesty International has launched the report “Why do they want to kill us?
After the peace agreement was signed in 2016 between the national government and the FARC (Revolutionary Armed Forces of Colombia) it marked the end of half a century of armed conflict for rural, indigenous and Afro-Colombian communities whose role was to protect the land and the environment. Amnesty International together with VMLY&R Colombia have launched a campaign to denounce the breach of this promise and to urge the protection of the defenders of these communities.
The campaign was created to support the presentation of the report that describes among other things, the marked increase in murders of social leaders since 2017. With the powerful claim, “In Colombia, threats are fulfilled more than the laws”, the campaign ran on digital media and on social networks. Through conclusive posts politicians were tagged who it was deemed had a moral obligation and duty to rectify the situation.
The action was organically amplified with the public and the media echoing the initiative. Now the same is expected of the authorities who have a responsibility to guarantee the protection of these social leaders who are at risk.
This professional campaign titled '#ProtectThoseWhoProtectUs' was published in Colombia in January, 2021. It was created for the brand: Amnesty International, by ad agency: VMLY&R. This Outdoor medium campaign is related to the Public Interest, NGO industry and contains 4 media assets. It was submitted over 1 year ago by CreativeDirector: CEspinosa of VMLY&R.
Advertising Agency: VMLY&R Colombia, Bogotá, Colombia