Campaign Strategy
The Campaign
'The Freepost' is a campaign that is designed to increase the level of awareness of unjustly imprisoned human rights activists around the world and raise the levels of participation in the process of releasing these detained individuals back to their families, and saving them from sever sentences including the death penalty. The campaign consists of a monthly special edition letter sheet with collection of a set of eight stamps in each months edition. Six of which contain the faces of current unjustly held human rights activities or protesters who were imprisoned at the time. Two of which feature the name of the campaign 'The Freepost'.
Publication Design
The monthly special edition letter which holds the stamps folds outwards to reveal the hidden information about the unseen and unknown human rights activist prisoners. There is a written element on each of the individuals explaining their situations to encourage people to help their case as well as to educate and raise awareness of their situation.
Within the information are links to the related pages form which the general public can take action and help man a positive impact on the situation of the prisoners. The design of the stamps with imagery encourages people to write letters to each specific person, and supplies information on how to assist everyone digitally, increasing all their chances of being released.
'The Freepost' was created to help identify those brave few who have been risking their lives for many years to improve the lives of the people in their countries as well as others, and to try and impose justice upon inhuman rules and laws from all over the world which effect so many.
The campaign positively frames these selfless individuals who now need help after fighting for peoples human rights. Spreading the faces and stories of these people into the wider pubic.
Campaign Stamp Designs
The stamps are designed in a simplistic format to increase the level of impact they have on the audience visually. Upfront imagery of the individuals faces creates a strong mental stamp of the featured individuals who need help, with their names printed along the bottom in the iconic Amnesty International colours and typography.
The main design element is made up of four layered laminated vertical strips to visually communicate the hidden truth which so many of us do not know, the truth of how these individuals who have had the courage to stand up and speak against unjust laws and systems are held in prison for life or facing death sentences. The laminated layered bars reflect light to create the illusion of the jail cell bars which these human actives are being held within.
By positioning the faces of the human rights activities on individual stamps, each stamp is creating an opportunity to interact with the related petitions for freeing the individuals. The physical element of the stamp encourages users to write and post letters pushing for the freedom the the unjustly held prisoners.
Advertising, Promotion & Interaction
'We won’t stop until they’re all free. Let them know that the world is watching.' - Amnesty International
