Case Study: Amnesty International achieves secure, controlled global management of sensitive media with Asset Bank

How Amnesty's Asset Bank, ADAM, plays its role in the fight for human rights

Amnesty International needed a secure, flexible way to manage and distribute thousands of sensitive images, audio and video used in global campaigning while protecting sources and the people depicted. The organisation required strict control over who could access assets, clear usage permissions across different countries, and reliable provenance and crediting to preserve authenticity and safety.

Bright Interactive’s Asset Bank provided a tailored DAM as a centralised repository with country hubs, per‑type metadata, embedded provenance, permissioned access for press, and a simple traffic‑light usage system plus hidden previews for sensitive content. The system has become an essential resource for Amnesty—since launch in March 2008 it has supported over 250,000 downloads and more than 2,000 international users—helping the organisation control context, protect people at risk, and strengthen its campaigning.

Amnesty International

Philippa Ellerton

Audiovisual archivist