Euro RSCG Malaysia create online buzz around Amnesty International’s Global Write-a-thon
Euro RSCG Kuala Lumpur and award-winning Indian film director Shashanka Chaturvedi have collaborated to create an online commercial for Amnesty International Malaysia’s annual write-a-thon, which is part of Amnesty International’s global letter writing marathon campaign.
Each December, hundreds of thousands of people across the globe sign up for Amnesty International’s Global Write-a-thon, to help mark International Human Rights Day on December 10. Billed as “the world’s largest letter writing event,” people write letters to show solidarity with individuals suffering human rights abuses, and to bring about positive change in mistreated people’s lives.
In an innovative initiative designed to make the film more interactive, and keep the creative fresh and original, musicians from around the globe are invited to create original music for the film. This will encourage viewers to watch the film repeatedly, and share with their friends, driving buzz in the process.
“The creative demonstrates the strength of the collective power of the written word in helping people in oppressed circumstances, and the invitation to musicians to interpret their own music for the film will mean that they will own a piece of the film, making this a genuinely collaborative, interactive effort,” said Kit Ong, Executive Creative Director of Euro RSCG Kuala Lumpur. “Amnesty International has a history of producing great commercials and videos that really worked for their cause. The client gave us the challenge to continue that tradition this year, so of course everyone jumped at the opportunity.”
“I believe the agency has a hard-hitting and insightful idea. So I’m really excited about the public’s response this year,” added Nora Murat, Amnesty International Malaysia’s Executive Director.