Launched in 2001, Amnesty International‘s “Write for Rights” campaign began as a 24-hour letter-writing marathon in Poland. Now in its 25th edition, the campaign has grown into “the world’s biggest human rights event,” inviting people all over the world to speak out — or rather, write — for those whose basic human rights are under threat. Every December, participants take part in the initiative, sharing their thoughts in a global effort to demand justice for these individuals by writing letters, sending tweets, and signing petitions on their behalf.
As International Human Rights Day approaches, Amnesty International has once again teamed up with Cossette agency, continuing the “Write for Rights” mission of helping the unjustly imprisoned regain their freedom through the power of words. To help the public visualize just how impactful these solidarity letters can be, the organization presents the stories as illustrations, painted in typewritten characters.
Each image recreates the emotional moments of liberation of those who were wrongfully detained, meticulously executed by the talented UK-based artist James Cook. Renowned for crafting drawings made entirely with typewriters, the artist composes his pieces using letters, numbers, and symbols, often including hidden messages and details within his works.
For the campaign, he weaves in his signature drawing technique with the letters that contributed to the release of Bernardo Caal Xol (imprisoned for protesting) and Teodora Vasquez (jailed following a miscarriage). The resulting illustrations have a symbolic and literal meaning: portraits of freedom, outlined using the very words that helped make their liberation possible.
Commenting on the campaign and the British artist’s work, Philippe Leblanc, Art Director at Cossette, said: “James’s work immediately spoke to us. The idea of reconstructing these real moments of liberation using the very words that made them possible beautifully captures the emotional force of writing.”
The campaign is available across Quebec — spanning OOH, print, and radio media — from late November to mid-January. Those who want to enroll in this year’s writing marathon and add their thoughts to the initiative can do so by visiting the campaign’s dedicated website.
CREDITS
Brand: Amnistie Internationale Canada francophone
Client Team: France-Isabelle Langlois, Gabrielle Pauzé, Josée Marie Robitaille
Agency: Cossette
Creative Team: Anne-Claude Chénier, Alexandre Jutras, François-Julien Rainville, Philippe Leblanc
Strategy & Production: Rachel Demers, Laurence Campeau
Agency Production: Septième
Electronic Production: Mélissa Audette
Print & Digital Production: Marie-Ève Thibodeau, Daniel Cartier
Artist: James Cook
Media Agency: Cossette Media
Media Strategy & Activation: Maude Larue, Maxence Hofman
