Amnesty International UK: Nationality & Borders Bill

Amnesty International UK has launches a hard hitting campaign called 'People Smuggling Ltd' in an effort to drive awareness of the damaging impact the proposed 'Nationality & Borders bill' will have on the UK asylum system. In failing to provide safe and legal routes into the UK for people seeking asylum, the bill will force people into the lethal arms of smuggling gangs instead. Already a hugely lucrative criminal enterprise - the only people set to benefit from this bill are people smugglers. The new Amnesty International UK campaign launches with a 90" hero film, created by VCCP London, with media planned and executed by VCCP Media. Launching today across Amnesty’s social channels, including Instagram, Twitter, Facebook and YouTube, ‘People Smuggling Ltd’ satirises a fundamental flaw in the bill - that it will benefit people smugglers not those seeking safety in the UK. ‘People Smuggling Ltd,’ is a fake business created by Amnesty International UK masquerading as a blue chip company to dramatise the growth predicted for the people smuggling industry thanks to the bill. Narrated by actor Russell Tovey, the satirical promotional video is designed to give this ‘business’ a veneer of acceptability. ‘People Smuggling Ltd’ initially appears as a legitimate successful global business, but gradually reveals the exploitation at the heart of its model and the boom in business anticipated as the result of the ‘Nationality & Borders Bill.’ Backed by an upbeat, promotional soundtrack, the generic corporate film mixes fake corporate footage with hard hitting imagery depicting the harsh realities for those fleeing conflict and persecution. The corporate video draws to a close with a very clear change of tone, set to the eerie backdrop of waves lapping on shore, as Amnesty International UK enters the film to explain the severity of the Bill and the impact it will have on those seeking safety, finishing with a call to action and a reminder that ‘when we all act, humanity wins’.