It comes five years after the European Court of Human Rights overturned a ban on the human rights organisation using TV.
Amnesty, renowned for its hard-hitting campaigns illustrating cases of torture victims, is planning a DRTV-led strategy that will encourage new donors to support its work.
It has identified TV as a potentially effective medium to boost recruitment. Its UK arm has 165,000 supporters.
The DRTV campaign will break in the new year, with Kitcatt Nohr’s media partner MediaVest handling media.
It marks a significant step for Amnesty’s UK marketing strategy. In 1994, the charity was barred from using TV and radio as an ad media under section 10 of the Broadcasting Act 1990 relating to rules governing ads by organisations with political objectives. The European Court of Human Rights overturned the ban in 1997.
Amnesty has been considering possibilities for exploiting the medium since the ban was lifted.
Kitcatt Nohr won the business following a pitch against EHS Brann, Whitewater and Target Direct. The value of
the assignment has not been disclosed.
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