Human rights organisation Amnesty International have partnered with agency Shape History to revive the ‘Write for Rights’ initiative.

Amnesty is urging the public to ‘Press Send for Solidarity’, with a digital-first campaign. The initiative asks people to write letters, sign petitions, and share stories to demand justice and support people whose human rights are threatened.

This year’s campaign is designed to put pressure on governments and bring hope to incarcerated activists. It spotlights three political prisoners, each in Turkey, Egypt, and Angola.

The work builds on the insight that words of solidarity can spark real change. Focusing on consumers' digital-first world, it encourages the public to send supportive messages, to text or post, and build human connections in the face of human rights violations.

Aimed at two primary audiences, the ‘Press Send for Solidarity’ campaign is targeting socially conscious adults aged 18 - 40 and affluent individuals looking to make a difference, aged 25 - 60 years old.

Given the current political climate, positive social change doesn’t always seem easy. This is why  the campaign is focused on offering audiences a tangible way of making a difference on an important issue.

Zoë Dawson, Associate Creative Director at Shape History, said: “We’ve created a concept that cuts through by leading with empathy over outrage. At a time when many feel overwhelmed by injustice and abuse happening globally, we’re reminding our audience that small actions can have a big impact, in their own lives, and ultimately, for those whose human rights are being denied”.

Sacha Deshmukh, Chief Executive at Amnesty International UK, added: “This year’s Write for Rights campaign brings people together in a powerful act of solidarity. By sending a message of support, we’re not just standing up for individuals facing injustice – we’re sending a reminder that every voice counts and every action has the potential to create change”.

The campaign has been rolled out across digital, PR channels, and targeted out-of-home ads in areas of high footfall in London and Liverpool. ‘Press Send for Solidarity’ will culminate on the 10th of December which is Human Rights Day.

With human rights under threat across the globe, it is easy to become overwhelmed with the scale of social change needed. This campaign from Amnesty International and Shape History offers the public a tangible way of making a difference. ‘Press Send for Solidarity’ leans into our digital-first world to highlight the power of simple human connection.