Amnesty, which did not have an incumbent agency, has briefed Mother to redefine the brand and reinvigorate its profile.
The organisation has widened its remit in recent years. It no longer focuses solely on human rights but campaigns on behalf of asylum seekers and against the death penalty and guns. It is looking for an idea that will work across all these areas. The campaign will include events, PR, guerrilla and conventional marketing.
"Amnesty is a very special client that has a natural, cultural fit with Mother. They make a real difference in the modern world and working with them to do more of this will be massively rewarding," Caroline Pay, a creative at Mother, said.
Amnesty has traditionally employed agencies on advertising projects.
Karmarama was hired in May to create a campaign to stop violence against women. Catalyst works with Amnesty on direct marketing.
Kerry Hutchinson, the marketing director of Amnesty International UK, said: "Mother won through with work that was brave and made us feel uncomfortable."
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