Case Study: Amnesty International UK drives Pride allyship into action with Shape History

Amnesty International UK launches Pride 2025 campaign with Shape History to amplify allyship across 5+ activations

The customer Amnesty International UK, a human rights organization, faced the challenge of creating a Pride campaign that moved beyond performative allyship and motivated supporters to take tangible action. Partnering with the vendor Shape History, they aimed to shift the focus to the powerful bond between queer people and their allies and put the onus on allies to step up and speak out.

Shape History developed the "Show The World What You Stand For" creative platform, centered on a rainbow bracelet that had to be earned through donation. The solution used striking portrait photography and podcast-style video interviews featuring real, diverse relationships to tell intimate stories of allyship. This approach was deployed across OOH, press, and social media to drive donations and turn passive viewers into active participants, though specific metrics on the campaign's impact are not provided in the text.

Amnesty International UK