John Doe founder Rana Reeves said: ‘Our role is to work out how to seed content and introduce them to youth web communities. We’re helping them to get into arts and culture, fashion and music sites to feature that content and build relationships with them.’
Reeves added that the campaign ‘speaks to our core competency of building communities around great content’.
Amnesty TV is a content stream that aims to communicate Amnesty’s core messages about human rights to youth audiences.
The content stream is being developed to coincide with Amnesty’s 50th anniversary, which takes place this month.
The three-month brief started this week.
Amnesty International has 2.2 million members, supporters and subscribers in more than 150 countries.