Problem
Human Rights Watch partnered with Amnesty International on a joint report (June 2021) recommending that Canada gradually abolish immigration detention, and jointly launched the #WelcomeToCanada campaign (October 2021) to call for an immediate end to the use of provincial jails for immigration detention in Canada.
Solution
As part of the public engagement team at Human Rights Watch, we worked with Amnesty International to develop a campaign strategy that juxtaposed Canada's welcoming image with shocking truths about its immigration detention practices. Specifically developing and deploying the use of a spoof #WelcomeToCanada tourism theme. I developed the branding, designed all corresponding assets to be used across the campaign including assets for the campaign video, social media rollout, and digital advertising assets. I also designed the website for the campaign.
A peek into the creative direction, branding, & key art development.
Final high fidelity website wireframe (English) & a selection of corresponding social media rollout assets
A selection of corresponding social media rollout assets.
First row: A selection of the launch graphics
Second Row: One of the featured survivor stories
