Pro bono

Campaign: If Your Friends Were


Client: Amnesty International

WPP company: JWT Venezuela

Amnesty International publishes an annual report about the reality of human rights in each country of the world. To stress the importance of these issues and to broaden the scope of the audience for these reports, JWT Venezuela worked pro bono to create awareness of human rights violations all over the world. The agency created the web application ifyourfriendswere.com that predicts the human rights violations that your Facebook friends could suffer, based on their location and the data outlined in the Amnesty documents. 


People from 65 different countries used the application, spending an average of 10 minutes on the site. The number of people using the application was significantly higher than the number of people who read the Amnesty report. The campaign was recognised with three awards at the ANDA Awards.