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Amnesty International

How we helped Amnesty International generate millions of actions by building for the Write for Rights campaign with conversion rates in mind

The Write for Rights campaign has been responsible for focusing and enabling a global letter writing campaign, targeting specific human rights injustices through a global platform. In 2014 the Amnesty International Secretariat needed to build a central portal to function as a hub which could be referred to by their many national offices. They needed this to grab the attention of prospective campaigners in multiple languages and motivate them to action.

To do that, we built a set of visually lead, flat pages, allowing users to easily jump around the content in an animated and fluid fashion. We relied heavily upon the stunning illustration assets created for the greater campaign and tight integration with core brand collateral, to deliver a deceptively simple page layout that allowed us to turn around a rapid response delivery. The campaign aim was to drive action so we paid special attention to the calls to action, giving them some stand-out behaviours to ensure users found them and engaged.

And that’s exactly what people did! With over 2 million actions taken on the Write for Rights campaign, we were really proud to have been a part of such a huge global success.

If you’re interested in finding out how DEV can power your campaigns and help you generate more sign ups then we’d love to hear from you.

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Write for rights