Amnesty International Launches Global Campaign to Protect Abortion Rights in the US: Land of the Unfree
Supreme Court Overturns Roe vs. Wade: Amnesty International Challenges America’s Freedom in New Campaign ‘Land of the Unfree’.
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
