Amnesty International "Twignature" - sign your support with a simple tweet.

BMF Melbourne saw how peoples hearts bleed when they can simply retweet a message of support, and knowing the core of every Amnesty International ad is "signatures can change the world", they set about creating a digital signature.

They've been tech savvy and willing to explore for a while now, what with the ipad ad "noswipe", and the event no bars at Stureplan, where signatures released prisoners right before the signers eyes. Like the Red Cross, who took peoples avatar apart just to put it back together again, this is strictly a twitter-matter, harnessing the goodwill & helping that people like to show on social media to spread the word of their pet cause.

Twignature launches this week as part of the global Write For Rights campaign. The first Twignature campaign, which is being run out of Amnesty International Switzerland, is petitioning the Brazilian Government to protect environmental activist Laisa Santos Sampaio.

David Klein, Executive Creative Director of BMF Melbourne, said, “Twignature doesn’t just give Amnesty International an easier way to create a petition, it means it’s even easier for us to show our support. We believe Twignature will help in their efforts to protect human rights across the globe.”

In the end though, it's just yet another petition, online.

Paul Tschurtschenthaler, Marketing & Fundraising Director of Amnesty International Swiss Section, said, “Amnesty International exists as a worldwide movement for human rights. Mobilising people to take effective action in the way of signing a petition for the release of prisoners of conscience or for the protection of human rights defenders, which are threatened, is a way to support our campaigning efforts.”
“Twignature has come up with a very promising way how this can be done via Twitter. Just retweet and sign automatically. We liked the idea and look forward to explore the possibilities even more for the future,” Tschurtschenthaler said.

Agency: BMF Melbourne

Client: Amnesty International