Amnesty picks Mother to develop brand

Amnesty International UK has appointed Mother to develop its brand positioning and advertising.

Mother was invited to pitch against Wieden & Kennedy to develop a strategic positioning for the Amnesty International brand. The review was overseen by Amnesty marketing director Kerry Hutchinson.

Amnesty has traditionally relied on a wide range of media to communicate with its audience. It does not have a retained advertising agency, choosing instead to employ agencies on projects. Catalyst is responsible for creating direct mail for the organisation.

In May, Amnesty appointed Karmarama to create a campaign aimed at young men to raise awareness of domestic violence against women as a human rights issue.

Kitcatt Nohr Alexander Shaw also worked with Amnesty last year, creating its first television advertising in nine years, which featured U2 and Jeremy Irons. Amnesty International was banned from broadcast advertising in 1994 because of the political content in its ads, but managed to overturn the ban five years later.

Recent changes in the law allow more of Amnesty International to be classified as a charity. It works through 50 offices globally to raise awareness of human rights issues and campaigns on specific abuse cases. It is focusing on Iraq and is working with Oxfam to establish an international arms trade treaty.

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