Summary

“Hacking” Dubsmash, a top 5 app of the year, and more than 1 million dubs were made worldwide, creating 34 days of non stop talking about Freedom of Speech and bringing 500.000 new social media millennial followers, in 10 days, for an aging brand.

Freedom voices

Millions of people from around the world have their human rights violated every day. Their stories have the power to change humanity forever, but only if they’re heard. Amnesty International partnered with Ogilvy & Mather to create Freedom Voices, a new category on the popular Dubsmash app (Top 5 app of 2015). It featured messages from human rights champions like Malala Yousafzai, Ai WeiWei, Pussy Riot, Edward Snowden, Sir Patrick Stewart, among others.

All people had to do was listen to a story, dub it, and share it. Freedom Voices allowed powerful stories to be spoken by more than 75 million Dubsmash users from across 192 countries. “With this platform, we are providing a new way to defend human rights,” says Jane Clancey, head of Global Brand at Amnesty International. “You don't need to speak for anyone, just let them speak through you.”

The goal was to reach new audiences by using a platform with a broad, engaged community in a completely disruptive and unexpected way. Many celebrities started dubbing the quotes and 1 million dubs were created in 180 countries. That's 34 days of nonstop talking about freedom of expression and, more importantly, 500.000 new social media millennial followers for an aging brand.

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Launch video: