Challenge: How do we empower more people to join the Lifeline initiative? Amnesty had a problem getting people to actually sign the petitions. We were hired to try and empower more people to participate by conveying a positive story that would convince people that they were actually making a world of difference for someone in need. It literally only takes a few seconds to show your support and possibly save an innocent from being executed, tortured or sentenced to a life in prison. Amnesty has so many important messages and we loved working with them on this film about Lifeline. Lifeline is Amnesty Internationals mobile service where you can sign petitions directly from your phone. You sign petitions simply by writing AKTION. 180.000 Danes have already joined Lifeline and hopefully the number will keep growing.