Amnesty International uses the words of children to great effect in a new social film, part of a wider campaign titled "The America I Believe In" the organization is launching ahead of the U.S. elections.
The campaign aims to take a "positive, action-inspiring approach to combating the fear, hatred and bigotry that are fueling recent worldwide violations of human rights." The film seen here shows some passionate and intelligent kids discussing the idea that America would use torture -- their bewilderment at the concept highlighting the issues at stake.
San Francisco agency Odysseus Arms created the initiative's logo, social media look, posters, and activation materials. Although based in the U.S., the creative agency chose to focus on global issues rather than limit the positive campaign to stateside woes to encourage Americans to consider the role they play as citizens of the world.
Visitors to the campaign microsite are encouraged to sign petitions committing to the principles of openness, hope and fair treatment of all. The campaign also has an interactive component, allowing participants to share user-generated content in which they can submit videos talking about the America they believe in and what that means to them.