The China Debate

Digital campaign using the profile of the 2008 Olympic Games to bring attention to the human rights situation within China. The identity, inspired by the Olympics theme, had a neutral visual tone which encouraged unbiased debate and opinion.

Client	Amnesty International
Agency	Atticmedia
Role	Identity / Art Direction / Design / Animation
Outputs	Identity / Campaign Site / Banners / Facebook Widget
Credits	Dan Hickey Banner Animation

The campaign brought together diverse opinion from around the world. Amnesty could promote poignant debates based on news surrounding the global event. The site was optimised to allow for solid rankings from search engins. A content strategy accompanied the handover to the specialist editor who created debates, monitored activity, sourced information and video footage which accompanied the debates.

The site was featured in NMA.

Campaign Homepage (flash demo)

The user is introduced to the campaign by a short introduction and call to cation. The interface visualises the intensity of the debate across all five issues. Debates are illustrated by people, the red people are debates promoted by Amnesty. If users do not have flash then the site reverts to a list html page (see list page below).

Identity Elements

A set of graphical assets were created for use across the campaign, creating a coherent look and feel. Colour coding and sign posting identified each overarching issue and allow the users to find their way around the site.

Debate Page

Debate within 'The death penalty' issue. The content strategy explained how the site editor can create SEO optimised copy for maximum search engine rankings.

Chinese Homepage (viewed as a list)

If the user doesn't have flash or they select 'view as list' on the flash interface they are directed to this html list view.

Landscape Banner

A range of banners were produced to direct users to the campaign site. The questions juxtapose the issue titles with words from the Olympic Charter.