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Amnesty International: The More we Fight. The More we Win
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From the beginning, Amnesty International is made of people of all backgrounds and ages, gathered to raise their voices and fight for the respect of human rights. The NGO operates without any financial support from governments or companies, which gives it full independence and great legitimacy. Citizens and volunteers are the true driving force of the movement. To remain a powerful movement, Amnesty International France has to recruit as many people as possible to join the fight including a new generation that does not engage in NGO activism. Recruiting is the real challenge in today’s times of overexposure to charity advertising, compassion fatigue and a radical transformation of political action.
Agency: DDB, Paris
Planner: Odile Song Related
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