A rallying cry for the next fifty years | Amnesty International

With half a century at the forefront of human rights, a 2.8 million-strong supporter base and an unwavering commitment to their cause, Amnesty is one of the most famous brands in the world.
Yet underneath the symbol, a changed external climate was causing many inside the organisation sleepless nights.

Global research confirmed early suspicions that not only had other world issues such as poverty, climate change and pollution become more top of mind, Amnesty’s very success in getting governments to adopt recognised legal frameworks led to further demands for greater action.

As well as this the language of human rights had also developed its own professional and sometimes esoteric language that was in danger of obscuring the main issue, chronic injustice.

Working with a steering committee under Salil Shetty, the new CEO, we developed a new rallying cry for the next 50 years that draws on the best aspects of Amnesty history but places them in a more collective, action-orientated context.

The new ambition is one that seeks to unite all the many different stakeholders around the world in the cause of a more just society. Currently the organisation is in the process of looking at how it delivers on its re-articluated sense of purpose in tangible ways so that Amnesty becomes once again at the forefront of the fight against injustice.

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