1. Results
New Zealand was
named: one of the Freest
Countries of the World!

2. SADLY, EVERYDAY PEOPLE
ALL OVER THE WORLD
SUFFER PUNISHMENTS SIMPLY
FOR ATTEMPTING
A QUALITY OF LIFE WE TAKE
FOR GRANTED!

3. TRIAL BY
TIMELINE GIVES YOU
A GLIMPSE OF WHAT
THAT IT MIGHT BE
LIKE!

4. IT ANALYSES YOUR
FACEBOOK PROFILE TO
FIND
CRIMES YOU'RE GUILTY
OF BEFORE SHOWING YOU
HOW YOU'D BE PUNISHED!

5. ANYTHING YOU'VE EVER
SAID OR DONE
IS ABOUT TO BE USED
AGAINST YOU!

7. Amnesty International is a global movement
of more than 3 million supporters, members
and activists in over 150 countries and
territories who campaign to end grave
abuses of human rights.
Vision: Is for every person to
enjoy all the rights enshrined in
the Universal Declaration of
Human Rights and other
international human rights
standards.
Company Overview

8. Situational AnalysisSituational Analysis
Budget<$300,000
Agency: Colenso
BBDO/Proximity New Zealand
Client: Amnesty International
NZ
To increase awareness and
support, Amnesty wanted to
give New Zealanders a first-
hand experience of life in
countries where human rights
aren't afforded. So they created
Trial by Timeline!
In a country as fortunate as New
Zealand, Amnesty International is a
movement understood and
supported by just a few!

9. Objectives
 Stand up for Human Rights
 Raise awareness and engagement using
www.trialbytimeline.org.nz
 100,000 unique visits to www.trialbytimeline.co.nz site
 Average time spent on site 3 minutes
 Viral Reach: Target of 500 thousand people via Twitter and
one Million on Facebook
 Grow Amnesty International New Zealand Facebook
community by 100%

10. Company OverviewCampaign Overview: Creative Insight & Strategy!
Key Tool: A Facebook Application!

11. Campaign Overview: Creative Insight & Strategy!
It could scan
people's Facebook Time
line activity, searching
everything they've ever
liked, posted or written
and then 'sentence' them!
No religious status?
Being an atheist is punishable!
Group photos?
Unauthorised gatherings are
punishable! Swear words?
Yes, that's punishable too!
Objective:
Illustrating that were it not for
our good fortune in living
where we do, our lives could
look very different!
Amnesty International's own black and
yellow identity supplied a striking
palette, providing visualisation of acts
of terrible violence with impact, while
avoiding the grotesque.

12. Company OverviewCampaign Overview: Creative Insight & Strategy!
Once the trial is complete, the user
receives a summary of punishments
they would have received.
Examples:
Stoned: For drinking Alcohol!
Imprisoned and Beaten: For talking
to the opposite sex!
Hung: For pre-marital sex!Finally,
It asks users to take advantage of
their freedom to help free others
from such atrocities by showing
their support
for Amnesty International
The reality of the potential implications
of 'normal' Western behaviour shocked
and provoked New Zealanders to act.
Sharing their results
with their friends and
creating viral reach
for the campaign and
Amnesty's message.

13. Company Overview
Communication Tools
Social Media
-Facebook, Twitter,
Blogs!
-Various people and
influencers put
themselves on trial and
shared their results!
PR Campaign
- across as many
major TV, radio and
news stations, IT
publications and
websites as possible!
Own Website

14. Results
340,000 unique visits to www.trialbytimeline.co.nz site!
Average visit duration was 7:27 minutes!
Twitter Objective:
Viral reach of 500,000 people.
Result:
The campaign proved effective at reaching key online
influencers, with the average number of followers for people
sharing their results being 1,609, leading to a total reach
figure of 6,821,358 people to date (not including Re-Tweets)!
–

15. ResultsFacebook Objectives:
Viral reach of 1,000,000 people (25% of
the population of New Zealand).
Result:
9 million people so far.
Additional Facebook Objective:
Grow Amnesty International New
Zealand Facebook community by
100%.
Result:
Amnesty International New
Zealand's Facebook community:
500%
-From 3,720 to 20,000.

16. Results340,000 unique visits to
www.trialbytimeline.co.nz !
Average visit duration was 7:27
minutes!
It has already gathered global
traction and reached over 200
countries. Amnesty sections in
Sweden, Turkey, South Korea,
Denmark and Norway have
requested translations of the
software.

17. New Zealand had to find a
tangible way of bringing
Amnesty's message home
to everyday Kiwis.
They needed to enable people to
experience first-hand what it
might be like to live without basic
human rights by talking to them
in a place where they're already
engaged and freely sharing in
conversations.
They had to make the charity
accessible to more people and find
a way to communicate with them
ina personal and relatable way.
Key Learnings

18. By,
Soumya
Mukherjee