Insight

Millennials aged 19 to 25 sheer away from social responsibilities because it takes up too much time from their already very busy schedules.

 

Objective

Through this campaign, we want to help millennials realise that they don't have to sacrifice a lot of time to help someone—sometimes, even 1 minute can make a huge difference.

 

Big Idea

The 1-Minute Amnesty Pledge

Who says a minute isn't enough?

 

Single-Minded Proposition

Making a difference and alleviating social issues without having to commit too much time.

 

How It Works

Through a series of print advertisements strategically located at bus stops and MRT stations, the target audience is led to the 'Pledge for Amnesty' microsite where users are then prompted to take their own pledge under one minute as a way of standing up against humanitarian abuse.

 

As more and more people worldwide take the pledge, the number on the main page increases, showing how if everyone takes just one minute to help a cause, it can amount up to a great number. As much as the number serves as a symbollic gesture, it can also be used as a petition to put pressure on governments and political parties who are responsible for these humanitarian abuse.