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.


Clicks through to the petition


People reached, overachieving target by 49%


Average engagement rate, 152% higher than industry benchmark

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