Amnesty International: Humanity Must Win

Amnesty Global wanted a unifying brand positioning that heroes its role in tackling unfair and unjust authoritarian practices across the world. The challenge was the complex nature of its global audience - many operated in markets where freedom of speech and the right to protest was under-threat daily (e.g. Hong Kong) but others were able to be far more activist safely.

We set out to unify the entire international organisation which spanned 30 global markets. Following extensive consultation with global stakeholders we created a proposition that brought this to life through a simple construct that was unifying, but simple and flexible enough for adaption within each market. ‘Humanity Must Win’ centred on the idea that regardless of political nuance it’s partners we are all united by shared values.