CLIENT

AMNESTY

OVERVIEW

Amnesty needed a campaign to shift global attention from the physical destruction of war to the psychological destruction of interrupted education. Goal: drive donations and policy pressure through an integrated digital + OOH strategy.

CATEGORIES

ADVERTISING
ART DIRECTION

DURATION

4 weeks

DATE

2026

INSIGHT

Education loss is more destructive than building loss, but nobody talks about it that way.

Education loss is more destructive than building loss, but nobody talks about it that way.

PROBLEM WE ARE SOLVING

Research showed that 258 million children globally are out of school due to conflict. But donors and policymakers focus on infrastructure destruction: hospitals and schools, because it's visual. The human cost is invisible.

Research showed that 258 million children globally are out of school due to conflict. But donors and policymakers focus on infrastructure destruction: hospitals and schools, because it's visual. The human cost is invisible.

STRATEGIC APPROACH

We chose visual contrast as our primary strategy because it mirrors the campaign's core message: education stands out against destruction. Yellow isn't arbitrary; it represents hope, learning, and the future. Against grey devastation, it's undeniable. This is the strategic choice that turns emotional insight into visual proof.

DEVIKA WARRIER

AMNESTY

01

PARKS CANADA

02

Climate Action

03

the Stripe of Death

04