Title | TWIGNATURE |
Brand | AMNESTY INTERNATIONAL |
Product / Service | AMNESTY INTERNATIONAL |
Category | B05. Public Service, Charity & Fund Raising |
Entrant | BMF Melbourne, AUSTRALIA |
Entrant Company | BMF Melbourne, AUSTRALIA |
Advertising Agency | BMF Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Nicole Rulka | Bmf Melbourne | Planner |
Mark Ellis | Bmf Sydney | Technical Director |
Doug Rathbone | Bmf Sydney | Technical Director |
Josh Partijo | Bmf Sydney | Digital Project Manager |
Chris Lo | Bmf Sydney | .net Developer |
Lila Tournier | Bmf Sydney | Digital Project Manager |
David Klein | Bmf Melbourne | Executive Creative Director |
Callum Fitzhardinge | Bmf Melbourne | Copywriter |
Chris Andrews | Bmf Melbourne | Art Director |
In 2013 Amnesty USA wanted to petition the US Govt to sign the UN Arms Trade Treaty. Research identified a ‘silent majority’ who support Amnesty causes but don’t act on it, particularly among their Twitter followers. We not only found a way to give the silent majority a voice, we created a completely new way to sign a petition. It’s called Twignature. Twignature was specifically created as a tool to help lobby President Barack Obama.
Over the years there’s been little change in the way Amnesty International gathers signatures. People either sign by hand or fill out forms online. Now it’s possible with Twitter. As far as we’re aware this is the only aggregation of Twitter handles represented as digital signatures, aligned behind a common cause. Twignature is not only giving the silent majority a voice, it’s also changing the way Amnesty gathers support. They now have a new global platform to fight for human rights with a single tweet.
Twitter + Signature = Twignature. By retweeting a message from @Amnesty, your Twitter handle is instantly converted into a digital signature on an online petition. With one click you can sign the petition AND spread the word. Our aim was to gain 5,000 Twignatures and hand-deliver them to the White House.
For the first campaign of its kind this was a great success. Without any paid media Amnesty eclipsed their Twignature target by over 20%. One tweet alone captured over 800 Twignatures, which indicates just how effective this tool can be. In only a short space of time Twignature generated 20 million impressions (Source: TweetReach). Hashtags #Twignature and #MakeObamaSign trended on 12th March and best of all President Obama endorsed a landmark Arms Trade Treaty. It’s nice to think we played a part in a historic moment for Amnesty International.