Using Emerging Media to build Awareness around Human Rights Issues

This week we looked at brands using marketing online short films. In my research I found the short film used by Amnesty International as part of a petition-signing campaign to save the life of Troy Davis. As I was studying that film I realized that storytelling through film is a powerful use of emerging media.

Storytelling is important for nonprofits, because there is no real product that the consumers receives in exchange for a purchase. Storytelling is the way nonprofits communicate a brand mission.

During my research I discovered a timely Amnesty International storytelling projects entitled Lives adrift: Refugees and migrants in peril in the central Mediterranean, campaign.

According to the Amnesty press release the campaign was launched amid news of further shipwrecks in the central Mediterranean, with reports of more than 700 feared drowned, Amnesty International released a promotional video. As part of its S.O.S. Europe campaign the organization is calling on the European Union (EU) and its member states to protect the lives and rights of refugees and migrants, and to ensure access to asylum for those who need it.

Below are several images, graphics and videos that tell the tragic story while building awareness of the migrant issue. These images across social media platforms while incorporating emerging media tactics.

Amnesty International’s video, Not on your radar, can be found here:

Tweets from the Amnesty International Twitter feed:

Screen Shot 2015-09-28 at 8.23.57 PM Screen Shot 2015-09-28 at 8.23.23 PM


infographics ship wrecks 2015

It is my opinion that Amnesty International does a great job with emerging media by incorporating storytelling whether it’s through video, social media channel. 


Amnesty International USA. (2015) Not on your radar, You Tube. Retrieved on September 19, 2015 from:

Campbell, G. (2012, November 7). Multimedia Storytelling Research. Retrieved on September 19, 2015 from:



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