Don’t Stand By. Stand Up.

This campaign was developed in close collaboration with Amnesty International in the Netherlands. It started from a clear strategic question: Who cares?

Instead of asking what we wanted to say, we focused on who finds Amnesty’s work important and what motivates them to take action now. This approach is the starting point of all our acquisition campaigns.

Discrimination, hate, and genocide put human rights under serious pressure worldwide. People see this in the news every day. Many feel concerned, but also powerless. The key question is: what can they do?

By clearly defining the target audience and understanding why they would act, we developed a strong membership proposition together with Amnesty International Netherlands. The campaign shows how individual support contributes to collective pressure on those in power, leading to real change.

The results were measurable. In one and a half months, the campaign generated more than 1,000 new members through online acquisition. Based on this success, the campaign is now being rolled out in other countries.

This case shows how a clear audience-first strategy can turn public concern into concrete action and impact.