Description
As Human Rights Day approaches, Amnesty International teamed up once again with Cossette to promote the 24th edition of its Write for Rights campaign. This annual event inspires thousands around the globe to write letters of hope and solidarity to individuals whose most fundamental rights have been violated.
Recognizing that it can be challenging for the public to grasp the impact of their individual actions, Cossette created a campaign focused on the transformative power of writing. The creative concept highlights two key ideas: how a single letter can change the meaning of an entire sentence, and how writing a letter can profoundly impact a life.
The campaign's copywriting challenge was to craft impactful sentences that could shift from negative to positive by changing a single letter. Placing the act of writing at the heart of the initiative was also another way to underscore the symbolic strength of words.
This professional campaign titled 'Write for Rights' was published in Canada in December, 2024. It was created for the brand: Amnesty International, by ad agency: Cossette. This Digital, OOH Outdoor, and Print media campaign is related to the Public Utility industry and contains 6 media assets. It was submitted 2 months ago by Daphné Cousineau of Cossette.
Credits
Advertiser: Amnesty International Canada Francophone
Clients: France-Isabelle Langlois, Gabrielle Pauzé, Maude Choquette
Agency: Cossette
Creative: Anne-Claude Chénier, Alexandre Jutras, François-Julien Rainville, Philippe Leblanc, Maxime Paiement, Andrew Lord, Steven Morie
Product and Strategy: Rachel Demers, Laurence Campeau
Agency Production: Septième
Broadcast Production: Mélissa Audette, Émilie Meunier
Print and Digital Production: Marie-Ève Thibodeau, Daniel Cartier
Production House: Consulat
Photography: Mathieu Lévesque
Studio Production: Jonathan De Aguas
Set Art Direction: Pascal Brousseau
Sound Studio: Lamajeure – Jean-Michel Blanchette
Media Agency: Cossette Media
Media Planning and Activation: Maude Larue, Maxime Schont, Lalla Mariam Haïdara