I’ve not written a blog, for a little while now due to the festive season and generally 101 other reasons! However I’m back at my MacBook Pro, and all set to give my thoughts on what has grabbed my attention online recently. Whilst surfing the web, an scoping out the latest digital campaigns and innovations. One campaign which did grab me, an forced me to reach for the bookmark button was the unlikely pairing of Amnesty International and Shazam. Amnesty International the global human rights organization, an Shazam the number one mobile app for discovering songs when you can’t remember the name of it, have come together for a campaign called ‘Sound Of Amnesty’. So what is so good, about this campaign?! Well launching from a traditional Amnesty International campaign micro site, capturing signatures from users supporting the charity and there endeavors. Each time someone signs the petition, a note from a song by Yael Naim was revealed until the entire song could he heard in its entirety.

Whilst the campaign was underway, simultaneously activity was taking place on Shazam’s mobile app. Whenever a users song couldn’t be identified by the app, the usual error message was replaced by a message showcasing a case study  of human rights abuse with a call to action to ‘Break the law of human silence’ by supporting the campaign. Users were then routed to mobile e-petition site, where they could also hear the Yael Naim song. This site incorporated easy to use sharing tools, enabling users to promote the campaign / charity through their social networks.

Amnesty International reported a 500% increase, in response to an e-petition. The organization achieved 250,000 signatures within a week, this was a 500% increase on 2010 results.