Amnesty: Beyond Despair. How Courage Inspires Action
Client: Amnesty International
The Problem: Donor fatigue from guilt-based fundraising.
The Solution: Campaigns that showed donors their power to be part of solutions, not just witnesses to problems.
The Impact: Improved engagement rates, increased average gifts, supporters who felt empowered rather than overwhelmed.
The Bigger Picture: The best fundraising doesn't exploit empathy—it channels it into effective action.t.
The Insight
We discovered a powerful truth at the heart of resistance movements: when people act from love—for freedom, dignity, or humanity—they access a force more enduring than fear-based control.
As Maryia Kalesnikava demonstrated by forming a heart symbol while facing riot police, love isn't just an emotion—it's a form of resistance. This insight gave us a way to acknowledge darkness while illuminating paths to action.
The Strategy
Amnesty International Australia found its voice by calibrating a precise balance: two parts unvarnished reality to one part authentic hope. This ratio respected the gravity of human rights abuses while providing genuine motivation.
Rather than simply documenting violations or making vague appeals, we created a "Theory of Change" that made abstract advocacy concrete. Supporters could see exactly how their letters, signatures, and donations created protective visibility for those at risk.
The Execution
Instead of positioning Amnesty as the hero, we amplified the courage of those fighting oppression. Maryia's words—"If there is at least one percent chance that our activities will truly lead to freedom... we should fight for this"—became both rallying cry and philosophical foundation. By explicitly showing how collective action creates impact, we transformed potential despair into purposeful engagement.
Results
“update on Amnesty Tax - as at last Friday they are at $177k from 1115 donations, this is tracking at least $50k ahead of last year! Amazing work”
-Dominique Antarakis. CEO of Change and Co
My Role