M&C Saatchi has created an innovative digital petition for Amnesty International Australia that shows you the power of your signature. As you sign, your name becomes a tunnel through which child soldiers escape – The Path to Freedom.
It’s a part of Amnesty’s wider campaign for a global Arms Trade Treaty to regulate the world’s arms trade. At the moment, the arms trade has no international regulations and many of the planet’s estimated 875 million guns fall into the wrong hands, including those of child soldiers.
The UN will be negotiating the Arms Trade Treaty in July, so we’re pushing to get as many signatures as possible by then.
M&C Saatchi Executive Creative Director Ben Welsh:
“This labour of love is a perfect example of brutal simplicity. A number of people within the agency really believed in what Amnesty International is trying to achieve here and thought nothing of working through the night to get this over the line.”
Amnesty International Australia’s Marketing Manager Katie Hart:
“When one person is killed every minute in armed conflict, it is clear that world’s weapons must be kept out of the wrong hands"
“This can only happen with the support of thousands of people across the country signing up to demand governments stop putting arms trade profits before human rights.”