Sometimes we forget how privileged we are in Denmark. We forget how safe and secure we are. We forget how open and free from prejudice we can afford to be compared to other places in the world – whether it concerns political beliefs, religion, gender, or sexual orientation.

Effective Reactivation

The reactivation of churned members was based on deep data insights and analysis. Each member was enriched with a passion score, built on knowledge of their expected lifetime value and the human rights issue they are most passionate about. This score makes it possible to identify the user’s main interests – their passion – when Amnesty International engages with them at various touchpoints.

This was integrated into the creative concept, where the involvement was specifically based on a series of targeted dilemmas related to topics like freedom, equality, and justice.

Would you, for example, hold your partner's hand in public if you were homosexual?

Based on each individual response, a persecution factor was calculated. This factor represents how many of the world’s 195 countries you risk being persecuted, imprisoned, or executed in...

Amnesty International Denmark, in collaboration with Ambition, has gained very valuable insights into members' movements, and already in the first wave, the campaign achieved:

Reactivation

Approximately half of the registrants chose to become members of Amnesty International again.

Traffic

12,000 visitors to the campaign site.