12/13/2022

Work

Cossette and Amnesty international shine a light once again on the Write for Rights campaign

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Logo cossette
by Cossette

Every year for the past 10 years now, this global initiative to defend human rights around the world continues to bear fruit, having helped free dozens of people who were unjustly imprisoned.

This year, the campaign is directed at youth—society’s true drivers of change—with the aim of raising their awareness about the reality of people living in countries where simply expressing their opinion or taking part in a protest can land them in jail. 

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To be sure the message resonated with students, Cossette developed and recorded dictations of true present-day stories from the Writing for Rights write-a-thon, with a hand from Ludivine Reding, Mathieu Dufour, Alice Morel-Michaud, and Anas Hassouna.

AMNISTIE DICTE ENG STBI 1

The objective was to shine a light on the fragility of freedom of expression in other parts of the world and, at the same time, show the real impact that simple gestures like letter-writing can have. Students were then given the opportunity to join the initiative by writing letters of support to the person whose story they had just learned about, with the help of their teachers.

We saw it several times this year—people from all over the planet took to the streets to defend their rights. To address the subject, we leveraged a brand experience that doubles as an awareness tool.
Alexandre Jutras
Alexandre Jutras, Associate Creative Director, Craft and Production, at Cossette
It’s a turnkey campaign that was deployed in some 300 Quebec schools that had Amnesty International committees. Our hope is that others will follow suit and give similar dictations to inspire more students to write letters.
Francois Julien Rainville 0900
François-Julien Rainville, Copywriter at Cossette
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Credits

Advertiser
Amnesty International (French Canadian chapter)
Agency: Cossette
Creative: Anne-Claude Chénier, Geneviève Duquette, Alexandre Jutras, François-Julien Rainville, Philippe Brassard, Chris Bélanger Product: Olivier Charbonneau, Justine Ouellet, Héloïse Dessanges In-house production: Septième—Julie Beaudoin, Vlada Zaitzev Print and digital production: Septième—Colette Dumay, Éric Lefebvre, Daniel Cartier Linguistics: Septième—Marc Grandmont
Media agency: Cossette Media
Béa Beaini, Maude LaRue
Photography studio: Rodeo Production
Producer (Rodeo): Rachel Bélanger-Leclair Photographer: Raphaël Ouellet Photo retoucher: Pénélope St-Cyr Robitaille
Production agency: Septième
Director: Olivier Jobin Post-production: Septième Sound: Cult Nation—Théo Porcet