Amnesty International
Guerrilla Marketing Campaign
Building projection shines light on gun violence prevention
Amnesty International’s ‘Heroes against Gun Violence’ campaign hit the streets with building projections in Washington DC.
It was in support of a federal bill, aimed at addressing community violence by investing in evidence-based programs and workforce training.
Their strategic and creative agency, A-B, known for breaking the rules that break us, enlisted ALT TERRAIN to help the cause.
The goal was to get the message out about The Break the Cycle Act in a way to generate social media and press coverage to influence Congress.
29,000+ impressions, content for Facebook, Instagram, and Twitter
The guerilla marketing team scouted iconic DC locations and buildings near the Washington Post.
Visuals include inspiring quotes as well as call-to-action.
Captured content leveraged on social media platforms with the aim of influencing specific Congress members.
Why is guerilla marketing an important element of advocacy campaigns?
Attention
It goes beyond the norm, makes your message stand out, Instagramable, and press-worthy.
Conviction
Bending the rules shows your organization is truly serious about the cause.
Action
Often, you need to do something over-the-top to people to act, especially Congress.
If you want to explore how a put a spotlight on your cause with DC building projections, just introduce yourself!
