Would you be free or persecuted if you didn’t live in Denmark?
Sometimes we forget how privileged we are in Denmark. We forget how safe and secure we are. This was the starting point for the campaign where Amnesty International reactivated 80,000 former members in the fight for human rights by asking the question:
Would you be free or persecuted if you didn’t live in Denmark?
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.
Results
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.
- Registrations: Close to 3,000 registrations for the activation network, Lifeline.
- Award: The campaign won a Creative Circle award in 2019 in the category of Direct / Data Driven and won three ECHO Awards in 2020 in the categories of Low Cost, Not for Profit, and Best Data Inspired Insight.
We have gained valuable insights into the members’ movements throughout the customer journey, and with the “Free or Persecuted” campaign, we’ve established a fantastic platform for reactivating former members. The campaign has a format that makes it super easy for the user to engage with while also providing an incredibly nuanced picture of their attitudes towards the human rights that matter most to each member. The campaign has given a significant boost to our reactivation of former members!
