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 has partnered with Ogilvy & Mather to create Freedom Voices, a new category on the popular Dubsmash app (Top 5 app of 2015). It features messages from human rights champions like Malala Yousafzai, Ai WeiWei, Pussy Riot, Edward Snowden, Sir Patrick Stewart, among others.
All people had to do is listen to a story, dub it, and share it. Freedom Voices allows 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 is 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.