CategoryB05. Public Service, Charity & Fund Raising
Entrant Company COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency COLENSO BBDO Auckland, NEW ZEALAND

The Brief

Through sheer luck, New Zealanders live in the freest country on Earth. We're afforded the freedom to be ourselves - to say what we're thinking, wear what we want, choose our own friends - freedoms we take for granted. In a country as fortunate as ours, Amnesty International is a movement supported by only a small few. To increase awareness and support of their work by engaging as many people as possible, we needed a tangible and relevant way of bringing Amnesty's message home to all New Zealanders through experiencing first hand what it might be like to live without basic human rights.

Creative Execution

We needed to find a way of making everyday Kiwis understand the important work that Amnesty International do as a global movement standing up for human rights. We turned to Facebook as the place where so many of us freely express ourselves and share our lives. Tapping into users Facebook profiles, we were able to create a personally relevant experience of how human rights are affected in other parts of the world and, therefore, how important the work of Amnesty International is to all humans.

Describe the creative solution to the brief/objective.

Our solution was Trial by Timeline: a Facebook application that scans your Facebook Timeline activity and shows you what your behaviour would have cost you around the world, just for being you. It searches for everything you've ever liked, posted or written. It studies your personal profile, your age, nationality, relationship status and political views and sentences you to real punishments. Finally, it asks you to use your freedom to help free others by showing your support to Amnesty International. We wanted this to reach as many people as possible, and encourage them to show their support by completing the task and liking AI’s Facebook page.


Our New Zealand project is in its infancy, but has already gathered global traction. We have reached 15 million people with Trial by Timeline. Daily visits have topped 17,000 and over 200 countries have taken part. The average time spent on this site is over 7 minutes and 10% of total users have shared this via Facebook or Twitter. Amnesty sections in Sweden, Turkey, South Korea, Denmark and Norway have requested translations of the software. Closer to home, Trial by Timeline has received coverage across all national media channels, trended on Twitter and was advocated by local celebrities and influential bloggers alike. Most importantly, we’ve increased Amnesty International NZ’s Facebook community by more than 500%.


Name Company Position
Anita Harvey Amnesty International Nz Media/Communications Manager
Rebecca Emery Amnesty International Nz Deputy Director ( Campaigns/Research/Advocacy/Communications)
Scott Wilson Assembly Animation - Designer
Matt Von Trott Assembly Animation - Design Lead
Amanda Chambers Assembly Animation - Executive Producer
James Mcmullan Colenso Bbdo Agency Producer
Hayley Pardoe Colenso Bbdo Planner
Eileen Cosgrove-Moloney Colenso Bbdo Account Executive
Helen Fitzsimons Colenso Bbdo Account Director
Ben Polkinghorne Colenso Bbdo Copywriter
Anna Stickley Colenso Bbdo Art Director
Dan Wright Colenso Bbdo Digital Creative Director/Art Director
Levi Slavin Colenso Bbdo Creative Director
Nick Worthington Colenso Bbdo Creative Chairman