Minute of Hopex
Minute of Hope
Media Innovation Awards
Charities, Public Service /Government
Floor decals, Indoor, Murals
Increase awareness of International Human Rights Day with a significant gesture that everyone could do.
Strategy and Media Used:
Amnesty International developed formats that allowed Quebecers to observe one minute of silence, without realizing it. Murals, floor decals and newspaper ads, 60-second radio spots were filled with long silences; a one-minute video appeared on digital screens in bars, online and on La Presse+; and online banners and page dominations lasted for one minute.
The one-minute movement spread throughout social networks and was supported by 25 Quebec artists bowing their heads in their Facebook pictures. With zero budget, the campaign generated 7.8 million impressions and a 789% increase in visitors to Amnesty.ca.