Amnesty International – „Empathy calendar”

„Empathy calendar”

Amnesty International Poland was Leo’s regular client for couple of years. It was indeed treated as a serious client and brand not only as “festival” opportunity. The Client who was always trying to come up with solid road map, consolidate their modest budget to find solutions to their communication and business problems. In Poland the organisation struggled with luck of trust, fairly low recognition, and insufficient knowledge of their mission and goals. As a result their also struggled in the fund rising area.

„Empathy Calendar” was the biggest and most complex project of Amnesty based on PR and WOM. Completion of it took two years. The aim was to create or enhance the sense of compassion and empathy in the society, educate and spread some word of mouth and – most importantly – call for active participation .The President of Poland was involved in the actions as well as other celebrities (Sting for instance) and opinion leaders from numbers of circles and backgrounds.

Agency: Leo Burnet Warsaw

Team: Nina Łupińska Piotr Zygmunt