Amnesty wanted to create support for a global solution to the urgent refugee crisis – a crisis it believes can be solved, but only if people and governments turn action into words.
Ogilvy & Mather London worked with Amnesty to create #TakeAction, a world-first social media campaign. Twitter users voicing their outrage at the on-going refugee crisis received unexpected video messages in response: real-time personal replies from refugees themselves in camps in Lebanon and Kenya, urging them to #TakeAction.
The messages thank the tweeter for their show of support from all over the world but remind them that outrage is not enough – calling on the tweeter to #TakeAction and sign a global petition. This petition was presented to UN Secretary-General António Guterres, previously UN High Commissioner for Refugees, on 6 February 2017, calling on the UN and governments around the world to act together to tackle the global refugee crisis.