Amnesty International UK
Agency: In-house, with use of external writer
Amnesty International UK is one of 74 national entities that make up the worldwide Amnesty International movement, which opposes human rights abuses.
Format and audience
The 72-page report is aimed at members, partners, supporters and potential donors. It is available as a PDF and as an online book on the organisation's website.
Design and content
This is Amnesty's first annual report covering its objectives and outcomes, governance, finances and environmental impact. The sections are divided into three colours - green, yellow and pink, which are Amnesty's brand colours. The articles are broken down and feature a lot of pull quotes to make them easier to read.
Costs and practicalities
The printing costs totalled £7,000 and the organisation spent £12,000 on an external writer. Amnesty has published reports in the past, but these have focused on its activities and been targeted at activists. This report was produced in order to meet the best practice standards provided by the Global Reporting Initiative and to show Amnesty's compliance with an accountability charter for international NGOs.
What's distinctive about it?
The simple, imageless cover is striking and immediately sets the tone for a serious, professional report. There is also a feedback card, which invites readers to give Amnesty their views on the report and to add any other comments.
"By giving stakeholders an insight into the way we work, how decisions are reached and the extent to which we operate effectively and efficiently, we aim to demonstrate that we are open and accountable."
Total: 15 out of 20