Briefing
Increase Amnesty International’s brand awareness.

Solution
Create a buzz through a participative promotion called "One million clicks against poverty." On the site developed for this promotion, users were asked to expose poverty by clicking on one of the million black pixels which initially covered the entire site. The user was invited to share in the mission and register as an Amnesty International volunteer.

Results
The goal of one million clicks was reached in less than 10 days and helped to expose poverty in the world with over 6,000 visits to the site. The promotion was then developed for Amnesty International Italy, Spain and the UK.