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Amnesty International is launching a global campaign asking you to sign the petition to stop the roll back on abortion rights in the USA.
The film shows the different situations of different women and girls, each facing the consequence of strict abortion laws. One is a teenager, another is a mother with several children, and a third may have found some terrible news about her pregnancy as she stares at the ultrasound screen with concern. What each woman is going through is barely telegraphed in order for the viewer to fill in the blanks. A really stark rendition of the “Star Spangled Banner” plays as we career to the end of the film where the super “You’re Not Free” followed by “When You Can’t Decide Your Own Future" writes us all on the nose.
The video, created by Norwegian ad agency Anorak, was launched June 24 and is currently trending on TikTok, having received 3.3 million views in the first 48 hours. It has been liked 939.5k times, shared 77.7k times and has prompted more than 12.7k comments.
“The hope for the campaign is to help Amnesty put pressure on those in power and all Americans in general and give them an opportunity to reflect on whether they can still call themselves ‘the Land of the Free,’” says Peter Power, a copywriter at Anorak, who was part of the creative team.
The campaign will run on digital and social in more than 10 countries, across multiple continents, and has been translated into six languages, including - oh the irony - Chinese.
“The unthinkable has happened, and there is an urgent need to create international pressure, especially in the 22 states that have passed laws that completely or partially prohibit abortion,” says Camilla Kolverud, Amnesty fundraising and marketing manager at Amnesty International in Norway.
Creative: Lars Holthe
Creative: Peter Power
Creative: Stein Simonsen
Client Director: Janne Espevalen
Project Manager: Camilla Von Borcke
Brand Activation: Klaudia Lech
Designer: Catrine Kooyman
Motion: Erlend Dal Sakshaug
Motion: Nökkvi Thorsteinsson
Client: AMNESTY INTERNATIONAL
Marketing and Fundraising Manager: Camilla Kolverud
Advisor: Kristine Djuvik Kro
Com Director: Sindre Stranden Tollefsen
Com Adviser: Varin Hiwa
Production Company: B-Reel Films
Director: Nicolina Knapp
Director-assistant & SAD: Viviana Figueroa
Executive Producer: Anisa Dzindo
Producer: Fiffi Kjell
Producer: Kim Jansson
DOP: Andreas Johannessen
Set Designer: Angelica Nyman
Stylist: Liselotte Bramstång
MUA: Danella Ericsson
MUA: Angelique Karlsson
Editor: Emma Backman
Colorist: Joakim Rissved
Sound Design: Ponytail
Online: Joakim Andreasson
Music agency & Executive Producer: Ohlogy
Artist: Emilie Nicolas
Artist Management: Little Big Sister
Music Producer: Nils Martin Larsen