Amnesty International teamed up with music recognition app Shazamto to create a campaign that aims to put pressure on authorities around the world who transgress basic human rights.
The partnership used Shazam as a digital signature collection mechanism. Indeed, it started like any other petition drive, but this time each digital signature would release the next note in an exclusively written song called the Sound Of Amnesty.
The song was written specifically for Amnesty International by Israeli singer Yael Naim.
Shazam users were also confronted with Amnesty’s campaign when the app could not detect a song. In addition to the usual error message, they received the following note: ‘Valentina Rosendo Cantu could not make herself heard either. Assaulted by soldiers, she asked for justice but the authorities refused to investigate.’
The charity then sent a recording of its song to authorities who they say ignore human rights.
The campaign, created by La Chose, Paris, drove 150,000 petition signatures in a week, a 500% increase on last year’s campaign. It was covered by major news media from L’Express to TF1.
Amnesty makes a strong point here with a stylish juxtaposition between music and silence – to drive home the abuse of human rights.
Partnering with Shazam is a clever way to reach out to millions of users, to engage with a fresh demographic group and connect with people who might not otherwise have come across the campaign.