Autumn Legacy Campaign

Amnesty International UK wanted a bold Autumn campaign that broke from convention. The brief: show that writing a Will can be a powerful act of protest against human rights abuses – every bit as impactful as taking to the streets.

We reframed Will-writing as defiance, not admin. Focusing on the death penalty, we drew a stark parallel between ‘facing death’ through capital punishment and ‘facing death’ when writing a Will. With a supporter base of activists and disruptors, we leaned into unapologetically provocative messaging that made the link between legacy giving and the fight for human rights impossible to ignore.

The campaign, grounded in real stories and human emotion, turned immediate doorstep impact into meaningful long-term support for people facing the gravest human rights abuses.

Testing compared stories of those saved from the death penalty against those still at risk, providing insight into what motivates legacy supporters. The creative rolled out across DM, social, email, YouTube, telemarketing and print.

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