Creativity as a driver for engagement

In the first place by encouraging engagement with creative campaigns: a specific form of communication, that focuses on connection in a positive way. This makes it more likely that the message it’s linked to will have an impact on the audience. A highly motivated substantive collaboration, driven by creativity to trigger sensitisation, empathy, and action.

Qatar employs nearly 2 million migrant workers – that’s the same as 95 percent of Qatar's total population. They’re working on infrastructure, in construction, in services and on stadiums and other facilities for the World Cup that will take place in 2022. We made a clear statement with the creation of this image; we put all the workers in the spotlight to bring extra attention to their plight.

On Friday, January 14, 2022, Dr. Ahmadreza Djalali celebrated his 50th birthday. However, there was little to celebrate. He has been alone in a cell in Iran's notorious Evin prison for more than 5 years. The best we can do is keep him in our thoughts and keep hoping. This idea inspired iO to create a subdued video for Amnesty International Belgium Flanders, that appeared on social media on Djalali's birthday. Gregory Frateur, singer, and frontman of the band Dez Mona, joined the campaign. You can see him in the spotlight and hear him in the music he made with Chantal Acda.

Sexual violence remains a major problem. Our ideas of what sexual violence is needs an update. Survivors are still struggling to have their voices and experiences heard or properly supported. Amnesty International Flanders is tackling this problem with a striking TV ad.

In a cinematographic ad - Amnesty, in collaboration with various partner organisations, calls on everyone to break the silence around sexual violence.

Every year, the Belgian broadcaster VRT holds a competition where good causes can compete for free airtime in the context of Messages of Public Benefit. iO hijacked this airtime for Amnesty International with a beautiful diptych about human rights. There can never be too many reminders about the importance of human rights. Human rights are nothing more than our basic needs. It’s easy to forget that even today, many freedoms and human rights are being tested around the world.

In a cinematographic diptych, iO therefore makes the link with rights that we all know copyrights. Lyrics, books, songs ... can’t just be copied or misused. Josse De Pauw, theatre maker and actor, and writer Saskia Decoster explain serenely and soberly why.

In 2014, blogger Raif Badawi was sentenced to 1000 strokes, 10 years in prison and a heavy fine in Saudi Arabia. He was punished for making critical statements about the government and insulting Islam. Amnesty International and iO responded to this with an inspiring online video, Mario Goossens, drummer of Triggerfinger, with a torrent of drum strokes – 1000, to be precise.

This video has impact and leaves the audience in no doubt: 1000 strokes is 1000 strokes too many. Time for action on www.amnesty-international.be