Amnesty International USA has selected engagement-marketing agency TBA Global as its agency of record to help promote its 50th anniversary in 2011.
The yearlong effort revolves around four tent poles:
The first is music to bring together leading artists to reignite dialogue and activism about human rights through its 50th anniversary activities in May and June. TBA Global will manage all strategy, creative and marketing including media, digital and live experiences.
A major goal is to attract a younger audience.
“It’s very important for Amnesty to reengage with the young consumer market,” said Jim McDonald, senior vice president consumer engagement at TBA Global. “Having been around for 50 years they have great long-term ties with veteran members. But for the new younger consumers it’s critical that they make this connection and that Amnesty can become a cause for people who are concerned about human rights around the world. Which is why music is so important.”
A second effort is an unusual move for the organization, opening the annual meeting in San Francisco in May to the public with keynote speeches by top thinkers from around the world, front line activists and others who will help motivate and engage members.
“This is not business as usual,” said Kile Ozier, executive producer for Amnesty’s 50th Anniversary Project.
A third component will be a series of regional and local events in May at homes and in schools to acknowledge the founding of the organization 50 years ago.
And on Human Rights Day, Dec. 10, 2009, the campaign will officially kick off ending on Dec. 10, 2011.
“A very strong part of the campaign will be a strong conversation through Twitter and Facebook with the people we are trying to reach and actually engage in the conversation,” Ozier said.
Amnesty International founded in 1961 has more than 2.8 million members and supporters in more than 150 countries and territories in every region of the world.
