Amnesty International Organisation

Background:
-Amnesty International (AI) is a worldwide movement of people who campaign for internationally recognized human rights.
- AI has a varied network of members and supporters around the world. At the latest count, there were more than 2.2 million members, supporters and subscribers in over 150 countries and territories in every region of the world.

Objective: To urge people to actively participate in the projects, initiated by Amnesty International Organisation against physical abuse on women.

Target Audience: Youth of today (age: 18-25 years)

Single-minded Proposition: ‘Speak out’

Why are we communicating?
In today’s day and age, a steep increase in the number of abuse cases (ranging from physical abuse, sexual abuse to domestic violence) is still witnessed. And a common observation in all these cases is that, there are enough number of people who despite having knowledge about such a crime taking place in their surroundings, haven’t raised their objection against it. Despite being educated and knowing the nature of the crime, they haven’t raised their voice against it and consciously chosen to keep quiet about it. This needs to be changed. The victims cannot speak out on their own. They need to be told they are not alone and that they should not feel helpless. They need to be shown that there is help and support available.
All this needs to be told by those who know the victim, who can see someone being victimized. They need to reach out to the victim. And by becoming a part of the projects initiated by Amnesty International, help the ones they know and many such others who are being victimized. That, it is your right to fight for someone else’s right.

Amnesty International Organisation

Background:
-Amnesty International (AI) is a worldwide movement of people who campaign for internationally recognized human rights.
- AI has a varied network of members and supporters around the world. At the latest count, there were more than 2.2 million members, supporters and subscribers in over 150 countries and territories in every region of the world.

Objective: To urge people to actively participate in the projects, initiated by Amnesty International Organisation against physical abuse on women.

Target Audience: Youth of today (age: 18-25 years)

Single-minded Proposition: ‘Speak out’

Why are we communicating?
In today’s day and age, a steep increase in the number of abuse cases (ranging from physical abuse, sexual abuse to domestic violence) is still witnessed. And a common observation in all these cases is that, there are enough number of people who despite having knowledge about such a crime taking place in their surroundings, haven’t raised their objection against it. Despite being educated and knowing the nature of the crime, they haven’t raised their voice against it and consciously chosen to keep quiet about it. This needs to be changed. The victims cannot speak out on their own. They need to be told they are not alone and that they should not feel helpless. They need to be shown that there is help and support available.
All this needs to be told by those who know the victim, who can see someone being victimized. They need to reach out to the victim. And by becoming a part of the projects initiated by Amnesty International, help the ones they know and many such others who are being victimized. That, it is your right to fight for someone else’s right.

Moov

Objective:
To never give-up on life. To help drive the message across that pain of any form (whether physical or emotional) is just a part and parcel of life and you need to fight it and keep on moving ahead in life.

Target Segment:
Youth (age: 15-25 years)

Single-minded proposition:
‘At the times when you feel like giving up in life, you should motivate yourself to fight the pain and move on in life’

Why are we communicating?
Moov has always been associated, in all its communication, with talking about physical pain and representation of physical pain in day-to-day situations, thereby mostly targeting family audiences. This campaign however, attempts to talk to a younger target segment, about the pain of trying to overcome the setbacks and obstacles in life as hurt and disappointment shouldn’t keep you down in life. To never feel defeated by minor setbacks in life. To remind them that whenever you are let down, bogged down by problems, or feel defeated, seek inspiration and strength from within, to fight the pain and get back on your feet, fight the pain to move on.

Moov

Moov - Brief

Objective:
To never give-up on life. To help drive the message across that pain of any form (whether physical or emotional) is just a part and parcel of life and you need to fight it and keep on moving ahead in life.

Target Segment:
Youth (age: 15-25 years)

Single-minded proposition:
‘At the times when you feel like giving up in life, you should motivate yourself to fight the pain and move on in life’

Why are we communicating?
Moov has always been associated, in all its communication, with talking about physical pain and representation of physical pain in day-to-day situations, thereby mostly targeting family audiences. This campaign however, attempts to talk to a younger target segment, about the pain of trying to overcome the setbacks and obstacles in life as hurt and disappointment shouldn’t keep you down in life. To never feel defeated by minor setbacks in life. To remind them that whenever you are let down, bogged down by problems, or feel defeated, seek inspiration and strength from within, to fight the pain and get back on your feet, fight the pain to move on.