Amnesty International has joined forces with Anorak/NoA to create a powerful global campaign that emphasizes the crucial need to safeguard the right to abortion in the United States. By creatively altering one of the nation’s most cherished phrases, the campaign aims to shed a critical spotlight on the current state of women’s reproductive rights in the country.

In a campaign launched on June 24th, Amnesty International boldly declares that the United States is no longer the unequivocal “Land of the Unfree.” The campaign features a rendition of the iconic “Star-Spangled Banner” with modified lyrics that highlight the denial of women and girls’ right to make decisions about their own futures due to stringent abortion laws.

Through this campaign, Amnesty International challenges one of the core beliefs that Americans hold dear about their nation: the idea that they are truly the “Land of the Unfree.”

The campaign’s video showcases the stories of four women and girls who face the consequences of restrictive abortion laws. Accompanied by the powerful voice of acclaimed Norwegian artist Emilie Nicolas, the song intentionally falls silent at the point where it hurts the most, replacing the word “free” with a deafening silence that speaks volumes.

Peter Power, a member of Anorak’s creative team, explains, “The concept behind the film arose from the realization that there is a glaring contradiction: the United States, a nation that champions freedom more vocally than any other in the world, is now infringing upon women’s freedom to make decisions about their own lives. We hope this campaign will empower Amnesty to exert pressure on those in power and prompt all Americans to reflect on whether they can still truly identify as ‘Land of the Unfree.'”

The campaign will be showcased on digital and social media platforms in over ten countries, spanning multiple continents, and has been translated into six languages, including Chinese.

Furthermore, the video includes a petition aimed at safeguarding the right to safe abortion in the United States, targeting individual state governments that either seek to expand or restrict access to abortion. By directly contacting state governors, Amnesty aims to influence those who hold the key to securing the right to safe and legal abortion.

Camilla Kolverud, Fundraising and Marketing Manager at Amnesty, emphasizes the urgency of international pressure, stating, “The unthinkable has happened, and there is a pressing need to generate international pressure, especially on the 22 states that have already passed laws either fully or partially prohibiting abortion. I hope people will actively participate and sign our campaign on amnesty.no.”

Amnesty wasted no time in sharing the campaign video on TikTok, where it has already garnered significant engagement, with over 12,000 comments and more than 1,000 reaction videos from individuals worldwide. While some express their sentiments through captions such as “We are not free” and “It feels like a movie, it can’t be real,” others are offering American women housing should they ever need to travel abroad for a safe abortion.

Credits
Client: Amnesty International
Campaign: Land of the Unfree
Agency: Anorak NoA
Director: Nicolina Knapp/B-Reel Films

Music agency: Ohlogy (music agency & executive producer)
Emilie Nicolas (artist) 
Little Big Sister (management Emilie Nicolas)
Nils Martin Larsen (music producer)

Tags:
Petition, Women’s reproductive rights, US, Abortion rights, Digital Campaign, Awareness campaign

Awards:
Webby Winner – Advertising, Media & PR, Social Video 2023
The One Club: Bronze Pencil

In one of the biggest election years ever, we discovered voter suppression was a real issue in low income neighborhoods. Lack of outreach, confusing polling places and lines around the block. Boost Mobile stores are located in those neighborhoods. So we turned Boost stores into polling places, transforming them from a place that sells goods to one that does good.

Credits
Entrant Company: 180LA
Campaign: Boost Your Voice
Agency Network: TBWA
Holding Company: Omnicom Group
Production Company: The Corner Shop
Advertiser / Brand: Boost Mobile
Post Production Company: Therapy Studios
Music/Sound Company: Atomica Music Library
Digital Design Company: Jam3
Music/Sound Company: Eleven Sound
Visual Effects Company: Jogger Studios
Post Production Company: Cut+Run
Chief Creative Officer: William Gelner
Executive Creative Director: Eduardo Marques
Executive Creative Director: Rafael Rizuto
Creative Director: Mike Bokman
Creative Director: Jason Rappaport
Director of Art & Design: Chris Welsby
Associate Creative Director: Tylynne McCauley
Associate Creative Director: Brian Farkas
Digital Designer: Matt Jensen
Designer: Delaney Maher
Digital Creative Director: Karan Dang
Director of Integrated Production: Natasha Wellesley
Executive Producer: David Emery
Producer: Aine Carey
Senior Manager, Content & Social Activations: Jay Lledo
Social Media Manager: Karla Burgos
Digital Producer: Ryan Schmidt
Executive Digital Producer: Stephen Fahlsing
Project Manager: Lisa Payton
Creative Technologist: Jefferson Wu
Senior UX Designer: Stacey Savage
Head of Account Management: Chad Bettor
Brand Director: Mike Slatkin
Account Manager: Eric Reilly
Planner: Theo Soares
Planner: Cecelia Girr
Director of Business Affairs: Loretta Zolliecoffer
Business Affairs Managerv: Amy Sharma
Producer: Brian Scharwath
Editor Dave Groseclose
Executive Producer: Joe DiSanto
Director of Photography: Erik Ljung
Producer: Blake Pickens
Producer: Stephen Love Jr
Executive Producer: Anna Hashmi
Director: Malik Vitthal
Director of Photography Isiah Donté Lee
Government Outreach Team: Jason Huddleston
Government Outreach Team: Leah Couvelier
Government Outreach Team: Steve Brothers
Government Outreach Team: Russell Milton
Government Outreach Team: Nicole Rejwan
Government Outreach Team: Khalilah Waajid
Government Outreach Team: Kayla Mitchell
Government Outreach Team: Lawrence Gilliam
Government Outreach Team: Missy Evans
Government Outreach Team: Jordan Zolliecoffer
Government Outreach Team: Chance Zolliecoffer
Government Outreach Team: Breely Windham
Government Outreach Team: Shek Shem
Asst. Editor: Heather Bartholomae
Creative Director: David Parker
Flame Artist: Tony Pettiti
Executive Producer: Rich Rama
Sr. Producer: Nancy Nina Hwang
Mixer: Ben Freer
Asst. Mixer: Jordan Meltzer
Executive Producer: Suzanne Hollingshead
Executive Producer: Amburr Farls
Producer: Brian Mulvey
Editor: Sean Fazende
Creative Director: Brian Beshears

Tags:
Grand Prix, Cannes, Boost Your Voice, Boost Mobile Stores, Clio Awards, Omnicom Group, TBWA, Boost Mobile, Santa Monica, US, 180LA, The Corner Shop, Therapy Studios, Atomica Music Library, Electronics, Technology, OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads

Watch as British Airways along with the Indian community in the UK prepare for the grand Diwali festivities this year while London gets decked up in festival colours. So, pack your bags and leave the rest of the preparations to British Airways.

British Airways is getting ready to welcome you to the UK this Diwali so that you can celebrate your favourite festival at home, away from home. On behalf of British Airways, we wish all our customers a very happy and prosperous Diwali.

Best Diwali advertising campaigns that brought traditions and people together

This video is related to:
British Airways, campaigns, best festival ads, best Diwali ads, Diwali 2017 ads. Happy Diwali ads, digital marketing, Airline ads, Aircraft, Cabin Crew, Metro, London, UK, US, Travelers, Festival of lights, Advertising campaign, brand marketing