BIMA Awards

Communications and Content: Conscience | Outrage Is Not Enough

by Ogilvy & Magnum Photos for Amnesty International

Project information

Everyday thousands of people around the world tweet their outrage at the growing refugee crisis, yet very few do anything about it.

The “Outrage is Not Enough” campaign, turned people who care into people who do. A world first, Magnum Photos filmed real time personalised messages from refugees in camps, directly replying to tweets voicing outrage within hours of the tweet being posted.

Viewers were then directed to an Amnesty International petition that has been submitted to the UN. It will pressure world leaders to take their fair share of refugees.

Since the launch of the campaign on February 1st, and with no paid media, 188,920,937 unique users have been reached, with coverage in multiple publications like The Telegraph and the Evening Standard. Total social media reach stands at 4,313,417 and growing. The petition garnered 850,000 signatures.