Amnesty International UK, the human rights charity, is launching a new campaign and slogan this week, aimed at engaging 1 million people with its work by 2010.
The push, with the strapline “Protect the Human”, will officially begin on Monday, at the start of Amnesty International’s Protect the Human Week. It has the backing of celebrities including actors James Nesbitt and Sanjiv Bhaskar.
The UK arm of the charity is releasing placard-style badges for supporters, tied in with a microsite on the Amnesty website.
The charity has also launched a poster campaign, which broke early this week, and will follow it up with inserts in national papers next week.
The posters and inserts have been created by Mother. It is the first time Amnesty has used the agency for direct marketing. Media planning and buying is through Naked.
The badges will be available in the high street and from local Amnesty groups. Each badge carries the slogan “Protect the Human” and unique numbers that enable the owner to log on to a website, where they can post messages of support.
Amnesty has also sent packs to 1,500 schools so they can run assemblies next week on the issue of human rights for refugees.
The charity has 260,000 paying members in the UK and thousands more supporters, but wants to increase the number of active supporters to 1 million.