Women around the world cannot choose how they live their life. Amnesty International Australia wanted more women aged 18-24 to know about their work in this area – particularly the plight of women in Afghanistan.
We took Amnesty’s message where none had taken it before, where the freedom to choose happens all the time: social discovery app, Tinder.
Our Tinder Takeover campaign was a world-first. Launching on International Women’s Day 2014, the campaign used the online dating profiles of Tinder to increase awareness of women’s rights by displaying hard-hitting messaging such as, “Not all women have the power to choose like you do”, in Tinder profiles.
The Tinder account directed users to a cutting-edge, fully-responsive HTML5 campaign site that extended the conversation around ‘choice’. The site detailed the rights abuses many women face as well as the work Amnesty does to stand up for them, and encouraged users to sign up and show support.
Thousands chose to listen. The campaign’s mix innovative approach to highlight an important issue caught the eye of global media (including The Telegraph and The Guardian) as well as countless tech/human rights blogs.
“We went out with an open brief and were prepared to take a risk. Circul8 delivered a really original concept. We certainly learnt through this successful experiment: if you want innovation you need to provide and leave room for creativity.” – Caroline Easter, Amnesty International Australia (in The Guardian)
Over 10,000 choices made on the website
Webby Award 2015 (People’s Voice Award for Interactive Advertising: Online Guerilla & Innovation)
Webby Award Nominee 2015 (Best Use of Online Media)
IAB Australia Creative Showcase 8.6 2014
W3 Award 2014 (Silver) 2014
Davey Award 2014 (Gold & Silver)