Goals and objectives
To ensure independence from any political ideology, economic interest, or religion, Amnesty International is not reliant on state funding. Instead, the organization is exclusively supported by its members and donors.
But it is difficult for Amnesty to recruit new permanent donors. Amnesty is an international organization, and the funds they collect go to projects all over the world. This means that they have a disadvantage compared to Norwegian organizations working locally. We know that Norwegians’ willingness to donate increases the closer the crisis is to home. In addition to this, Norwegians are experiencing an increasing economic insecurity.
As a novel approach to attract permanent donors, Amnesty introduced a new service called ”Alert” in 2023. By subscribing to this service, you commit to donating 150 Norwegian kroner to Amnesty each month. In return, Amnesty provides you with a monthly alert (a text message) containing information about an urgent case that needs your signature.
In essence, Alert is a service that enables individuals to contribute to a worthy cause while actively participating in situations where life-saving signatures are essential.
Our mission was to creatively promote awareness and understanding of this new service, encouraging people to subscribe to Alert.