Amnesty International USA asked BMF Melbourne to create a 'Twignature' campaign to help put pressure on President Barack Obama to sign a robust Arms Trade Treaty at the UN conference which commenced in New York yesterday.
BMF Melbourne developed Twignature specifically for Amnesty, an organization all about collecting signatures, to allow them to harness the reach of Twitter by encouraging people to create a digital signature, a Twignature, simply by Retweeting campaign tweets sent by Amnesty. Twignature caught the eye of Amnesty USA when BMF’s the technology was tested by Amnesty Switzerland as part of their letter writing campaign last year. Twitter users can follow @amnesty and RT #twignature campaign tweets to become a part of the petition. Twitter users from all over the world are already adding their support in the hundreds.
David Klein, Executive Creative Director, BMF Melbourne said: "Twignature gives people an easy way to show and share their support for a cause. It adds reach and momentum to Amnesty's campaign. We are really excited to be working with Amnesty International USA on a campaign that has such huge global relevance as regulating the arms trade."
Twignature is a technology originated by BMF Melbourne that allows twitter users to create a Twignature (digital signature of their twitter handle) by retweeting specific tweets sent by amnesty during a campaign. The twignatures are added to a real-time online petition housed on a microsite where they can also find out more about the campaign.
The United Nations began talks yesterday (18th March 2013) in New York, attempting to agree on a global Arms Trade Treaty which will regulate the flow of weapons around the world. The US government faces strong opposition from the NRA, and Amnesty are looking to spend the two weeks of the conference applying continued pressure on Obama to stand up and sign a strong arms treaty despite domestic political opposition.
Creative Agency: BMF Melbourne
Managing Partner: Ricci Meldrum
Executive Creative Director: David Klein
Art Director: Chris Andrews
Copywriter: Callum Fitzhardinge
Planning: Nicole Rulka
Digital Project Manager: Josh Partijo
Technical Director: Mark Ellis
Interactive Director: Simon Murray
.Net Developer: Chris Lo
Client Director: Naomi Gorringe
Account Executive: Seb Neylan