This is a campaign intended for everyone.
Its purpose is to defend human rights; to fight together against the death penalty, impunity and torture; to favor freedom of speech and freedom of the press; to fight for the right of shelter and security; to fight for the health of all Children, Women and Men; to push Governments to honor and enforce our human rights: Fight for what you believe in !

Amnesty International made an original commercial with different scenarios of rights that everyone is suppose to have the right to have. We believe that it is important to show the video not only because of human respect but also because everyone has the right to know what is happening around the world.

This is Amnesty International's Marketing approach.
In fact, the organism's strategy is to make it a some kind of Buzz Marketing.