Amnesty USA Uses the Words of Kids in a Powerful Social Film

Wider Campaign Urges People to Stand Up for the 'America I Believe In'

Published On
Jul 01, 2016

Editor's Pick

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.


Jul 01, 2016
Agency :
Odysseus Arms
Brand :
Amnesty International USA
Client :
Amnesty International USA
Founder :
Libby Brockhoff
Design Director :
Libby Brockhoff
Founder :
Franklin Tipton
Creative Director :
Franklin Tipton
Managing Director :
Eric Dunn
Art Director :
Rachel Ngun
Integrated Creative :
Madeline Lambie
Director :
Kristen Adams
Production Company :
Kristen Adams Media
Client :
Amnesty International USA
Executive Director :
Eric Ferrero
Senior Director, Marketing :
Helen Garrett
Digital Creative :
Daniel Schutzsmith
Program Director :
Naureen Shah
Senior Director, Identity and Discrimination Unit :
Tarah Demant

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