# Amnesty to launch its first direct response TV campaign

- Link: https://fundraising.co.uk/2002/11/27/amnesty-launch-its-first-direct-response-tv-campaign/
- Published: 2002-11-27T00:00:00+00:00
- Author: Howard Lake

Amnesty International UK, previously banned from advertising on TV in the UK as 
an “unfit” organisation, is to launch its first direct response TV campaign.
Amnesty
International was banned from using television under the Broadcasting Act of 1990
which governed advertising by ‘political’ organisations. The human rights organisation
successfully overturned this ban in 1997, but is only now using TV for the first
time.

With 240,000 supporters and an active donor recruitment programme, television has
been identified by Amnesty International as offering the potential to raise awareness
of its already powerful brand and to recruit new supporters.

While Amnesty has worked with various direct marketing agencies, it ran a separate
pitch for its TV account. The contract to implement the campaign was won by creative
agency Kitcatt Nohr Alexander Shaw after a five-way pitch.

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Amnesty International UK supporter recruitment manager Joel Voysey said: “We wanted
to find an agency with the right kind of experience to take us on to TV. It would
be easy to make a controversial or sensational ad, but we wanted one that would 
succeed in attracting new supporters. We chose Kitcatt Nohr principally because 
of their creative strength, but also because we feel that they understand how to
get the best out of the medium in a responsive way.”

The campaign will seek to recruit 14,000 new donors in the UK, and focus on securing
regular monthly gifts.

The campaign will launch in the New Year.

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