Amnesty International Projection

Charity:Amnesty
Campaign: International Projection


Ideology: You should vote to help make this go away as every vote counts and if you just throw a letter away without reading it then this will prevent someone from getting support and being violently abused.

Character/Visual Style: There are many characters in this ad but they are all mostly stock characters, they are just there in the shot to show what is happening and not really relevant who they are. Near the end there is one person who is the audience ,because he gets a letter and just throws it away without realising what it is and he isn't bothered, this is meant to be the audience, so that next time they see a letter about amnesty rights then they will take a deeper look and read more of it. In this video there are numerous Medium close ups/Extreme and Medium shots, this is to show the emotion on their faces as they are being beaten and hurt to make the audience feel sorry for them, and all it takes is a vote to help stop this, i think that is the idea that is coming with the video as it is all in reverse order so because the paper is at the end, they are saying you can stop all of this with this one piece of paper.

Lines of appeal: This whole advert is shocking which makes it stick out the all of the other ones and more people are likely to remember all of this instead of the other ones because it is more shocking. This is also very inhumane which will appeal to lots of the world as many people are already fighting toward this, but it will improve the amount of awareness for this type of thing.

What worked: The amount of shocking scenes in this will make it stick in thee audiences mind for a long time ,also the way that the whole video is in reverse order with all of the beating and people getting dragged form their homes and then at the end where he throws the piece of paper away, this is in reverse so it has connotations towards if they use this piece of paper then it could stop all of it.