Amnesty International Changes Lives with One Letter

As Human Rights Day approaches, Amnesty International teamed up once again with Cossette to promote the 24th edition of its Write for Rights campaign. This annual event inspires thousands around the globe to write letters of hope and solidarity to individuals whose most fundamental rights have been violated.

Recognising that it can be challenging for the public to grasp the impact of their individual actions, Cossette created a campaign focused on the transformative power of writing. The creative concept highlights two key ideas: how a single letter can change the meaning of an entire sentence, and how writing a letter can profoundly impact a life.

The campaign's copywriting challenge was to craft impactful sentences that could shift from negative to positive by changing a single letter. Placing the act of writing at the heart of the initiative was also another way to underscore the symbolic strength of words. The ads are running across print, out-of-home, radio, La Presse+, and online platforms until mid-January.

With an impressive success rate - over 75% of individuals unjustly imprisoned and supported by Amnesty International have been freed - the campaign’s impact is undeniable. To join the movement and participate in the Write for Rights marathon, visit here.