The banner The solution is one banner that changes screens depending on how many times the user sees the banner. All numbers in the banner are realtime.
1. The first screen the user sees is general information about the amnesty campaign. "Truong Quoc Huy is being abused and being held in prison for supporting human rights on the Internet". Also the user sees two links that says "all he wants is your signature" and "more information about Truong Quoc Huy".
2. Next time the users sees the banner he will se the following screens, the screens shows up randomly and the information inside is depended on how many times the user have seen the banner:
Screen 1. This is xx number of times that we have shown you this banner. xxxx norwegians have already signed to support him.
Screen 2. This is xx number of times that we have shown you this banner. Truong Quock Huy is still in prison in Vietnam.
Screen 3. Dont let this be xx time that Truong Quoc Huy does not get your signature. Xxx others have already supported him and Amnesty in the struggle for Internet repression.
3. If the user keeps ignoring our message the screens changes again to create even more attention:
Screen 1. This screen changes colour and also tells the user that "we have now changed the colour of this banner so you don't ignore Truong Quoc Huy for the xx time.
Screen 2. This screen starts to blink and also tells the user that "we made this banner blink to get your attention so you don't ignore Truong Quoc Huy for the xx time.
4. The last screens gives the user comparison from different city's in Norway and different web pages. This is our last try to get attention with real facts and try to get the user to sign:
Hosts screen. This screen shows the web page you visit and compares it to a web page that have a higher or lower rate of signatures. The text says, "Why do xx more people support Truog Quoc Huy on www.xx.no than on www.xx.no?"
City screen. This screen shows a comparison over the top 4 cities in Norway, and shows how many signatures each city has contributed with. The text says, "Why is there so few supporters in xx?" (xx shows the city that have the smallest amount of signatures)
To make the effort to sign as easy as possible we added the possibility to do that directly in the ad.
(The user can only sign once so if you have signed and want to see the screens again go to this link and press the clear cookie button. Then you will be able to se all the screens from start again.)
Technology and design From the technical point of view the campaign uses a new form of "ad-surveillance" that registers the amount of times that every single person is exposed to the ad regardless witch webpage they are visiting. Therefore the people that are exposed to the ad over a period of time will have a feeling of being monitored them selves.
In addition to the ads in media we produced different formats that amnesty members and others can download and use on their blogs to get more attention to the case.
The design is simple and clean to raise attention to the case, to the facts that are presented and also to stand out in the massive crowd of ads in online newspapers today.
When the user signs for the case in the ad he or she will get a "thank you" mail and the possibility to furthermore involve them selves to the different Amnesty cases. The user will also not be nagged on anymore, instead he or she will see a banner that says "thank you for your signature".