Citizen is perhaps best known for its Imagine campaign which ran in more than 65 countries around the world. During that time, awareness and support for Amnesty International’s human rights work grew steadily year to year. The campaign was based on John Lennon’s iconic song, and was followed in 2006 by "Instant Karma: The Campaign to Save Darfur" which used used a mix of music, advocacy and advertising to focus attention on the growing genocide. We conceived and co-produced the project, helping enlist over 50 artists including U2, Green Day and R.E.M. and partners such as American Express, Hard Rock International and Warner Brothers Music to bring the global campaign to life.
The revenue generated allowed Amnesty to boost its grassroots campaigning, apply pressure on the UN and create educational tools such as our award-winning Eyes On Darfur site. The site broke new ground by allowing users around the world to literally watch over and protect twelve intact, but highly vulnerable villages using commercially available satellite imagery. Eyes on Darfur received a 2008 Webby Award and 2008 IAC Award for best advocacy website by proving that technology and advocacy efforts can merge to create meaningful change.