The advertisement features the music of U2 and a voiceover by the actor Jeremy Irons.
It is the first time that the charity has advertised since an advertising ban on Amnesty was overturned in December 1999. It had been banned from broadcast advertising in 1994 by the Radio Authority because its advertising was deemed to be of a political nature.
The new campaign was created by the marketing communications agency Kitcatt Nohr Alexander Shaw. It uses the tagline "Amnesty's work reunites people with their families", and contains real-life footage of people being reunited, while the song 'One' by U2 is played.
The spot will run this week on cable and satellite television for a test period of four weeks, but may be extended throughout the UK and to other countries. Media for the campaign is by Mediavest.
Paul Kitcatt, creative director of Kitcatt Nohr Alexander Shaw, said: "This ad is nothing like what you'd expect. We've found a way to show the human value of Amnesty International's work, which anyone who's loved someone will be moved by."
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