Digital Campaign of the Week: Amnesty International

A spoof advertisement highlights the organisation's Make Shell Come Clean campaign

Amnesty International Make Shell Come Clean campaign
Amnesty International Make Shell Come Clean campaign

What is it?

A spoof advertisement to highlight how the charity believes Shell is causing pollution and violating human rights in the Niger Delta.

The organisation is calling on the oil company to clean up existing pollution and end gas flaring in the region. Its film juxtaposes Shell's own words about its operations next to video footage of environmental damage that it claims was caused by the company's operations. 

Why a spoof advertisement?

Because it is a simple way to attract attention. Amnesty wants the film's humour to make people watch and pass it on. It also hopes to encourage them to take action online. The site allows supporters to send a direct message to Shell.

"We hope people realise they have a responsibility to contact oil companies and the Nigerian government," says Naomi McAuliffe, poverty and human rights campaign manager. 

How did Amnesty promote it?

Via its database of supporters' email addresses, Twitter and other social networking sites.

How much did it cost?

£5,000. The film took two weeks to make.

Third Sector's Verdict:

A witty and disturbing two-minute film that explains a multi-stranded campaign in a straightforward way.



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