New Blood Entry — Amnesty PROFUCKATION
Award: Yellow Pencil
Amnesty International / 2016
Amnesty PROFUCKATION is an integrated campaign designed to bridge the gap between Amnesty and youth by instilling the idea of Taking Injustice Personally as 'Giving a Fuck'. It consists of multiple touch points that revolve around the concept of turning meaningless 'fucks' into ones that provoke changes.