Solution – catalogue of measures according to the lifecycle principle At the same time it was important not to deviate too much from Amnesty’s “wording” and to respect internal restrictions. They should arouse curiosity and generate clicks. In addition, we faced the challenge of developing unique and attention-grabbing content. We therefore developed communication measures to reach the appropriate target group at the right time through the right channel. In order to achieve these goals, messages are needed that are well received. When we were given the assignment, Amnesty International Germany had already defined their two goals, which they wanted to achieve for themselves as an organization through the campaign: Generate new leads and turn participants into donors through targeted follow-up communication. One such example is the Write for Rights campaign, in which the organization uses analog and digital letters and millions of participants to help individuals affected by human rights violations every year. Their actions are known and enjoy great popularity around the globe. Since 1961 they have been active in the fight against human rights violations. Challenge – Identifying, highlighting and fully exploiting potentialĪmnesty International is one of the most well-known non-profit organizations worldwide.
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