Amnesty: changing the world for girls

For the very first time, Amnesty was eligible for match funding from the UK Government. We wanted to make the most of this opportunity and galvanise the public to help transform the lives of girls at risk of early/forced marriage and female genital mutilation (FGM).

A press insert about early/forced marriage for Amnesty International UK by GOOD Agency. The cover shows a pair of wedding rings with the headline “YOU’RE INVITED”.

Reasons to believe
In Burkina Faso and Sierra Leone, many girls are married too young and against their will. We created this intriguing insert to raise awareness of the problem, and funds to tackle it.

  • The inside of a press insert about early/forced marriage for Amnesty International UK by GOOD Agency, asking people to join the revolution against child marriage.
  • A full page press advert about early/forced marriage for Amnesty International UK by GOOD Agency. The headline reads “What will it take for you to help stop child marriage?”.

Press and inserts helped Amnesty tell a powerful story about the effect of child marriage on the rest of a girl’s life.

The inside of a direct mail pack about early/forced marriage for Amnesty International UK by GOOD Agency. The leaflet cover shows a graphic of two broken wedding rings broken with the headline “this revolution needs you”.

Amnesty’s brand is as powerful as the issues they tackle. Graphics and messages helped to bring the urgency of the issue to the fore.

A direct mail pack about early/forced marriage for Amnesty International UK by GOOD Agency.

Direct mail showed how Amnesty’s work on the ground is helping to challenge tradition and give girls a say in their own lives.