Product:
Marathon is a yearly social action organized by Amnesty International that involves hand writing of letters in defense of people imprisoned for their opinions. Marathon comprises hand writing of letters (for 24 hours) to defend the victims of documented cases of violation of human rights. Amnesty’s letters are effective – also those addressed to the most contained and bloody regimes. The improvement of the situation of the people in whose defense the letters are written is noted in one in three/two cases. Also such countries as China and Iran bend to this huge pressure.

Objective:
So far, the campaign’s objective has been to write as many letters as possible. This year an additional objective that the agency set was to strengthen the structures of Amnesty with new activists.

Tasks:
* To make Web users interested in the website of the Marathon
* To evoke interest in the locations where the letters are being written in the cities covered by the program
* To find among the Marathon’s volunteers the greatest supporters of Amnesty

Actions:
The campaign’s communication designed by Heureka was based on innovative TTL strategy (through the line), including some innovative tools like blog, buzz and viral marketing, promotion in web 2.0 services, street and web ambient actions.

Tools used:
1) Blog service
The official Web service of Marathon was based on the formula of blog to strengthen the community of Amnesty’s volunteers and to engage them to create the contents of the service independently.

2) Viral game ”Prisoner”
Marathon was at the same time promoted online in a non-standard way through viral game called “Prisoner.” The player assumes the role of a prison guard whose task is to, as quickly as possible, get testimony out of the prisoner with the arsenal of means available, eg. sleep/food deprivation, long uniform high-pitched sound, refusal to call a doctor etc. After a minute of the game, irrespective of the result gained an information board appears that explains the social objective of the game and shows a link referring to the website of Marathon and form “send to a friend.” The expected emotion is shame – evoking reflection over the situation of people imprisoned for whom one was just a ruthless guard. The effect was achieved, which is confirmed by forum entries, eg.:

3) Newsletter

Mailing communication of Marathon comprised 4 editions of a newsletter addressed to registered supporters of Amnesty. Its objective was to present the most interesting contents of the blog service. The minimum of text content and maximum of calls for specific behavior was assumed. For this reason the newsletters were short so as not to scroll the contents of the window and calls for action were formulated in an outstanding way and placed directly as the subject of the messages sent eg.

* See which dictator blows strongest – referring to the spot
* See the faces of convicts – referring to the prisoners of conscience
* This guy wants to grass on you – referring to the viral game

Average statistics concerning the newsletters during the campaign: openrate: 25%; clickrate 13%.

4) Advertising spot ”Blowing dictators”
For the needs of the campaign Heureka adopted the famous Amnesty’s spot “Blowing dicators.” Spot was viewed 4200 times within a week.

5) Buzz marketing
Heureka conducted a wide-ranging action of buzz marketing promoting the Marathon and monitored these actions. For volunteers a guide was prepared: “How to promote Marathon on the Internet.” Thanks to this Marathon was present in a large number of web communities: blogosphere, Web 2.0 services like Gwar and Wykop, Grono, web forums, non-governmental and artistic community services. Additionally, web users placed info on their support for Marathon using the status description in web communicators, imprint in web forums or avatars in community services. Thanks to ePR actions a range of 167 GRP was generated within a week.

6) Ambient online ad: “3xYes Questionnaire”
To evoke interest with Web service of the Marathon portal systems of questionnaires were used in a non-standard way. Questionnaires placed there imposed only one answer variant and thus directed attention to the issue of the Marathon - limiting the freedom of opinion.

7) Banner online ad
A banner was used in the campaign which comprised a tendentious questionnaire making it impossible to choose the most obvious answer variant. Every time one approached the cursor to the obvious answer, it ran away.
(Banner developed by: Alchemy Labs)

8) Text links
By courtesy of Blox.pl in the campaign text links were used referring to specific entries in the Marathon blog.

9) Public Relations
PR actions were conducted directly by the spokesman for Amnesty International and regional leaders of groups of volunteers in a way that was coordinated with other actions of the campaign.
Until 13th Dec 2006 we noted:
* 61 press releases (including 8 national articles)
* 50 broadcasts on the radio
* 14 TV materials
* 11 publications in Polish news portals

10) Ambient actions in „real”
To evoke interest in the Marathon in the real we designed a “Surveyor” action. Amnesty volunteers assumed the role of street surveyors who instead of noting down the real answers of the questioned people imposed “the only right answer” according to the following scenario:
- Hello, I represent the Institute of Monitoring Opinions! What is your favorite color: red or green?
- Green.
- Ah, so it is red?

When the particular person reprimanded the surveyor, he would draw his attention to the fact that freedom of opinion is limited and the problem of Marathon.

Effects of the campaign:
For the first time a non-governmental organization used most modern marketing means for social campaign such as buzz marketing and community marketing. As a result of the innovative campaign a record number of 21,500 letters was noted throughout Poland (60% increase in comparison with 2005) and a significant increase of the local structure of volunteer groups of Amnesty (increase by 25%).

Michał Wolniak,
creative director, Heureka
michal.wolniak@heureka.pl

Links:

Blog service
http://maratonamnesty.blox.pl

„Prisoner” Game
http://wiezien.pl

“Blowing dictators”
http://www.youtube.com/watch?v=gu3QNL-9Jic&eurl=

Article on the ambient action in “real”
http://miasta.gazeta.pl/lodz/1,35136,3774839.html

Professionals on Web questionnaire
http://zjadamyreklamy.blox.pl/2006/12/Badanie-inne-niz-zwykle.html