Client case · Amnesty International Netherlands

Reaching moderate audiences through values-based communication

Amnesty International wanted to explore how progressive human-rights messages could resonate with a more moderate Dutch audience.

Client:

Amnesty International
Expertise:

Campaigns & Storytelling
Market:

Netherlands

Audience

New moderate target group
Approach

360° values-based profile
Impact

27× more views for the values-driven version

The challenge

Speaking to people outside the supporter base

Amnesty International wanted to test a new campaign concept among people outside its traditional supporter base. To communicate effectively with this audience,the organisation needed a better understanding of their values, motivations and sensitivities.

?

How can a progressive human-rights message connect with a moderate audience without losing its meaning or urgency?

Our Approach

From audience insights to campaign strategy

Identifying the audience

Glocalities combined insights from the EU Trend Report with additional Dutch data to identify the most promising moderate audience for the campaign.
Building a 360° audience profile

We mapped the group's values, motivations, cultural outlook and communication preferences, and translated these insights into concrete personas for the creative team.
Translating insights into activation

The personas informed both the campaign messaging and the online targeting profile used in an A/B test.

The outcome

What the client gained

A clearly defined audience

A new moderate target group with shared values and recognisable communication characteristics.
Actionable personas

Profiles that gave the creative team direction for tone, messaging and campaign development.
An evidence-based approach

A targeting and messaging framework that could be tested directly through an online experiment.

27×

More views

The values-driven campaign version was viewed 27 times more often than the traditional version.

The A/B test gave Amnesty strong evidence that values-based communication can make progressive messages more relevant to a moderate audience.

Values-driven

27
Traditional

1

''

The results provided compelling evidence that values-based communication can help progressive messages resonate with a moderate audience.

Mara Linnekamp

Project Manager, Amnesty International Netherlands

In short

From data to campaign decisions

Glocalities helped Amnesty move from a broad campaign ambition to a clearly defined audience and an evidence-based communication strategy. The insights gave the creative team practical direction and provided measurable proof of the effectiveness of values-driven messaging.

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