Amnesty International Unblocker

Amnesty International New Zealand / Colenso BBDO / Proximity New Zealand INDUSTRY GOLD - NOT-FOR-PROFIT // NEXUS GOLD - INNOVATION // NEXUS GOLD - MEDIA AND/OR CHANNEL UTILISATION // CRAFT BRONZE - EXCELLENCE IN STRATEGY

To highlight the growing issue of online censorship and surveillance and draw attention to World Day Against Cyber Censorship (WDACC), Adblock’s platform became a Trojan horse that saw the Unblocker campaign reach 330 million people in 48 hours, including Russia and China. A whopping 70 percent of campaign traffic to Amnesty’s website were from first time visitors, and in the month following the campaign, it was ascertained that 52 percent of those first-time users have returned four or more times which is an enormous new following for Amnesty and perhaps the campaign’s most important outcome.