Amnesty drive to focus on rights abuses in War on Terror

by Alex Donohue, Brand Republic 29-Jun-07, 10:20

LONDON - Amnesty International has appointed marketing agency Drugstore to create a campaign to highlight alleged human rights abuses in the War on Terror, following a three-way pitch.

Drugstore has been briefed to create a central online media hub to support a campaign that Amnesty will launch to coincide with October's Protect the Human Week, highlighting Amnesty's opposition to tactics used by the UK government in the War on Terror.

The agency has been asked by Amnesty to devise a campaign incorporating ads, film, digital, mobile and experiential elements to highlight the organisation's opposition to the UK government's detention of individuals without charge and the alleged use of torture as a means of interrogation.

Amnesty said it strongly opposed terrorism in all forms, but is "dismayed" at any government tactics that help "create a climate of fear".

The campaign, which is expected to last around two years, has enlisted a number of Drugstore's existing employees, including Mark Hawker, director and producer of Dark Fibre Films; advertising creative Steve Turner; and Jon Bains, chairman of Lateral and digital strategist at Drugstore.

Tim Hancock, UK campaigns director at Amnesty International, said: "Drugstore has come up with an exciting campaigning platform, which we believe can bring people together and give them a way to do something positive about combating human rights abuses committed in the War on Terror."