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Creative

‘Writing Lights a Way Out’ in Powerful Amnesty International Campaign

Cossette and renowned photographer Olivier Staub create series of visuals in which a ray of light, forming the shape of a pencil, illuminates a person plunged in darkness

‘Writing Lights a Way Out’ in Powerful Amnesty International Campaign

Each year, Amnesty International uses the power of words to help liberate people who are unjustly imprisoned or at risk of human rights abuses by inviting millions to write letters demanding action. Over the last 20 years, 127 of the 169 individuals who are the subject of Amnesty’s campaigns were set free—that’s a 75% success rate.

“Words, for me, are like light, liberation inside a prison.” – Imen Derouiche.

The campaign developed by Cossette for French Canada, Writing lights a way out, is inspired by a quote from Imen Derouiche, a human rights defender and a former prisoner of conscience, when she was asked about the impact of Amnesty letters received during her incarceration.


Each letter sent as part of the annual campaign lights a way out for those whose most fundamental rights are violated—from the right to protest and live in safety to the right to a fair trial and freedom of the press—so they can hope for a better future.

To bring this concept to life, Cossette teamed up with renowned photographer Olivier Staub to create a series of visuals in which a ray of light, forming the shape of a pencil, illuminates a person plunged in darkness.

For this 20th edition, participants are invited to write letters for Rung Panusaya, Bernardo Caal Xol, Ciham Ali, Zhang Zhan, Mohamed Baker, Wendy Galarza, Janna Jihad, Imoleayo Michael, Mikita Zalatarou and the NGO Sphere. Here’s where you can learn more about their stories.

You can see all the campaign assets here, and take a quick look here: 

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Credits

Advertiser: Amnesty International French Canada

Agency: Cossette

Creative: Anne-Claude Chénier, Richard Bélanger, Geneviève Duquette, Philippe Brassard, Jessica Fecteau, Chris Bélanger

Product: Olivier Charbonneau, Jessica Malo, Alexandra Zins, Ariane Gauthier-Roy, Élyane Jourdenais-Lemaire

Production agency: Septième – Marie-Andrée Lizotte, Alexandrine Perras

Print and digital production: Septième – Colette Dumay, Eric Lefebvre

Linguistics: Septième – Nathalie Fournier, Émilie Robertson, Sophie Rhéaume, Marc Grandmont, Carol-Ann Savick

Media agency: Cossette Media

Media: Alexandre Mateos y Lago, Jean-Sébastien David

Production house: Les Enfants

Photography: Olivier Staub

Production: Stéphanie Beaudin

Production manager: Léonard Sarran

Coordination: Audrey Martin

Art direction: David Pelletier

Makeup: Joan-Patricia Parris

Post-production: Visual Box

Sound studio: Cult Nation

Creative director: François Bélanger

Sound Designer: Théo Porcet

Category: Charity , Corporate, Social and PSAs

Genre: People