Amnesty Wake Up Humans!

Amnesty International Belgium ran a set of experiments in 2008 to wake the defender of human rights that is asleep in each and every one of us. The campaign, using hidden camera, internet, posters, direct mail and mobile phones, was timed to coincide with the 60th anniversary of the Universal Declaration of Human Rights signed by 48 nations on 10 December 1948. The campaign went on to win a Silver Direct Lion at Cannes International Advertising Festival 2009.

Amnesty International Belgium Wake Up Video

Amnesty International set out to reach Belgians in the context of their everyday lives, using what appeared to be 100% authentic official letters in the mail, SMS and email messages that appeared to be official warnings. The messages informed ordinary people, journalists and public opinion leaders that one or several of their rights have been or could be taken away from them.

Amnesty International Belgium Wake Up Humans letter

Amnesty International Belgium Wake Up Humans SMS

Amnesty International Belgium Wake Up Humans letter

Access to the and sites appeared to be blocked, with a message stating that censorship was protecting the public from subversive content. Belgian residents protested about the censorship. Once the site was put back up the number of visitors had tripled.

A television and online video advertising campaign was based on footage from hidden cameras, with each scenario ending with the wake up call: “Human rights still need you to defend them. Wake up humans!”

The “Wake up Humans!” campaign succeeded in waking up several thousand consciences, proving that Belgians are courageous people who are ready to get involved – not only by donating money, signing petitions and becoming members, but also by standing up and giving their most precious gift: The capacity to fight for the defence of human rights.


The Amnesty Wake Up Humans campaign was developed at Air Brussels and Paris, by creative director/copywriter Véronique Sels, copywriter Gregory Ginterdaele, art director Marie-Laure Cliquennois, account manager Pascale Pintens.

Filming was shot by TheDeck and LeNitch at LOVO Films, Brussels.