Digital Transformation

Amnesty International to #TakeAction with live-social campaign driving support for refugees in Kenya and Lebanon

By John McCarthy | Media editor

Ogilvy & Mather Advertising, London


amnesty international article

January 31, 2017 | 3 min read

As the civil war continues in Syria and Donald Trump’s recent travel ban and anti-immigration rhetoric very much driving discourse around refugees, Amnesty International is looking to channel the maelstrom of outrage on social media into something a little more positive.

Working with O&M London and photojournalist agency Magnum Photos, the group will share a series of short films on social media in a global campaign adding to the Outrage Is Not Enough drive.

The teams in Kenya and Lebanon will stream refugees’ responses to tweets sent by social media users sympathetic to their plight creating a connection between impassioned individuals and those suffering from the issues incumbent with leaving one's home for a foreign land.

Amnesty International

Amnesty on the ground in Kenya

The real-time nature of the campaign and the inevitable emotional connection it will forge with people already engaged with the issue, will be broadcast as part of the #TakeAction campaign.

Each featured refugee will thank the tweeter while calling for them to sign a global petition that will be presented to UN secretary general António Guterres on 6 February, calling on the UN and governments around the world to act together to tackle the global refugee crisis.

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Mick Mahoney, chief creative officer at O&M London, said: “It's not enough to tweet your outrage at the appalling treatment of the world's refugees. You must take action.

“That is the message real refugees will be sending directly to slacktavist tweeters around the world. Together with refugees in camps in Kenya and Lebanon we are filming realtime video responses to send almost immediately the tweets are received. We want to give these refugees the voice that governments around the world are denying them.

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