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Amnesty International

Igniting social compassion for Amnesty International

Amnesty International Pavitri Manjhi campaign

Location: UK

Just as brands have to compete to capture the attention of time-poor consumers, bombarded with content, charities must do the same.

 

Amnesty International partnered with Vamp to create awareness of the plight of Pavitri Manjhi and drive digital petition signatures. Twelve Indian influencers communicated the message compassionately through Instagram posts and Stories and inspired action among their following.

1,079

Clicks through to the petition

420,184

People reached, overachieving target by 49%

5.4%

Average engagement rate, 152% higher than industry benchmark

Amnesty International Pavitri Manjhi campaign
Amnesty International Pavitri Manjhi campaign
Amnesty International Pavitri Manjhi campaign

  • "Our goal was to reach new audiences and it was amazing to see influencers who don’t traditionally talk about human rights and activism publish such personal and emotional content on the topic and receive such great feedback from their followers. Vamp really stood out to us because they provided us with influencers who produced really high quality content and guaranteed authentic distribution across the influencer’s channels."

    Bina Patel, Project Manager at Amnesty International

Amnesty International Pavitri Manjhi campaign
Amnesty International Pavitri Manjhi campaign
Amnesty International Pavitri Manjhi campaign

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