Amnesty International Advertisement Analysis

Advertisements are typically used to showcase a brand, to even brand a brand, and to seize the time of the consumer and persuade them to consume their product. Agencies use provocative scenarios and meticulously choose the placement and time of their advertisement to target their ideal consumer. Often, companies can be overly dramatic in order to sell more products, making for a more successful business. We, as consumers, are accustomed to people trying to sell us anything, however, when we see or hear a commercial asking for donations, we feel upset or uncomfortable but rarely take action. We live in an age where “liking” a post on social media is nearly as good as making that donation. However, Amnesty International’s Not here, but now campaign offers a refreshing visual, which is simplistic while simultaneously thought provoking. Not here, but now asks not for any monetary aid but rather only the time of its’ viewers; to raise awareness and initiate debates regarding the preservation of civil rights.
Amnesty prides themselves in raising global awareness of those denied liberty, and to avow social issues. Accordingly, Walker Advertising Agency, established in Zurich, Switzerland, showcased the campaign with enthralling simplicity. Pius Walker, the creative director at Walker Advertising, proposed to a journalist from D&AD that, “Advertising for touchy subjects doesn’t profit from exaggeration. What was needed here was the simplest truth being told in the simplest way. Something no one can argue with is harder to ignore.”, this is exactly what the team at Walker accomplished with Not here, but now, undoubtedly (Amnesty International: It’s Not Happening Here, But It’s Happening Now,