MUSE Gold

2024

The Humanity Check

Entrant Company

Amnesty International Italia

Category

Social Media - Social Responsibility

Client's Name

Amnesty International Italia

Country / Region

Italy

On October 7th a devastating escalation unfolded between Israel, Hamas, and other Palestinian armed groups. In the midst of this turmoil, Amnesty International launched a digital campaign to turn social viewers into activists. "Humanity Check" leveraged the logic of reCAPTCHA to catalyze social action, transforming routine verification into an act of human solidarity. It challenged the passive online viewers to become agents of change. Each post, infused with up-to-the-minute statistics, culminated in a "Humanity Check" and a call to action to sign our petition for a ceasefire.

Credits

Head of Digital Unit
Samanta Paladino
Digital Marketing Officer
Anna Guglielmi
Digital Content Senior Officer
Federico Ferrari
Creative Director
Michele Mari
Senior Creative
Giovanni Adamo
Senior Creative
Niccolò Bossi
Senior Creative
Andrea Casturà
Senior Creative
Vito Luigi Giannoccaro
Editor/Motion Designer
Gregorio Prota
Sound Engineer
Cufosound
Photo
Mahmud Hams /AFP
Photo
Mohammed Abed /AFP
Photo
Majdi Fathi /NurPhoto
Photo
Ahmad Hasaballah | Getty Images
Music
Pond5
Sfx
Pixabay
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