Amnesty International

Information / Credits

Results and Effectiveness: One day after its launch, the eBay attack was the cover story of Switzerlands largest print media. The message spread quickly and within 48 hours, thousands of people had already signed the online petition against slavery. The eBay campaign generated countless media contacts on the internet. Thousands of news portals, including Spiegel.de, ORF, Yahoo News, MSN, Washington Post and the New York Times wrote about it. The topic was discussed in over a hundred blogs. But the campaign accomplished even more than its purpose: in 2009, a peoples initiative will be launched in Switzerland to protect women against human trafficking. Creative Execution: With the help of 188 Amnesty activists, we launched an overnight offensive, planned to the last detail. We used eBay to get our message across: In hundreds of live auctions, we offered women for sale. The message was always put into context of the respective product category. A closer look and the consumer discovered the ads true meaning and realized how shockingly easy it is to buy a woman these days. Insights, Strategy and the Idea: Every year, an estimated 2 million women and young girls are victims of trafficking. The tragic fact is that it is now possible for virtually anyone to buy a woman. Amnesty Internationals task is to bring to our attention this outrageous violation of human rights. In order to inform the public about modern slavery we created a media campaign on the worlds largest auction platform.

Type of Entry: Use of Media Category: Best Use of Internet Title: EBAY ATTACK Advertiser/Client: AMNESTY INTERNATIONAL Product/Service: HUMAN RIGHTS Entrant Company: walker Zrich, SWITZERLAND Advertising Agency: walker Zrich, SWITZERLAND Creative Credits Name Company Position Pius Walker walker Creative Director Nik Hodel walker Art Director Martin Arnold walker Copywriter Adrian Fluri walker Account Manager Stella Jegher Amnesty International Marketing Manager