Amnesty International - Creative Advertising/Seneca Polytechnic

What If You Were Next? — Campaign Summary
What If You Were Next? was a campaign concept developed for Amnesty International as part of the Seneca Polytechnic Creative Advertising program.
The project aimed to increase engagement and donations among younger audiences by addressing a key insight: many young people living in democratic societies often perceive human rights violations as distant issues that happen only in other countries.
Our campaign challenged this perception by demonstrating that the loss of fundamental freedoms can affect anyone, anywhere, when democratic values are weakened or taken for granted. We sought to make Amnesty International more relevant and appealing to younger generations by connecting its mission to experiences that feel immediate and personal.
Through the provocative question, “What if you were next?”, the campaign invited audiences to imagine themselves in situations where their freedom of expression, access to information, privacy, or personal rights were suddenly restricted. By illustrating how the consequences of losing these rights could also impact people living in democratic societies, the campaign transformed abstract human rights issues into relatable and urgent realities.
Using empathy-driven storytelling, interactive content, and real-world scenarios, What If You Were Next? repositioned Amnesty International as a cause that young people could actively engage with and support.
Ultimately, the campaign encouraged audiences not only to become more aware of global human rights challenges but also to take meaningful action through participation, advocacy, and donations to help protect the freedoms they often consider guaranteed.