Goals and objectives
In September 2022, 19-year-old Mehdi Mohammadifard faced the death penalty in Iran for dancing during a demonstration. Amnesty urgently sought to pressure Iranian authorities.
In order to do so, Amnesty needed signatures. And they needed them fast. The primary campaign objective was therefore to gather as many signatures as possible – emphasising their potential to spare Mehdi’s life.
Our biggest challenge? Time. Never before had Schibsted Partnerstudio dealt with a more serious sense of urgency: Mehdi could be executed at any point. Working with death as our deadline, we were dependent on gathering signatures as soon and efficient as possible.
Engaging readers in one specific crisis during a time of several conflicts in Europe and around the world presented another challenge.
On top of that, visual material was scarce – making the campaign heavily reliant on the strength of the pen alone.