April 2025

How do you inspire people to care and to give when the world is on fire?

For organisations like Amnesty International, it is a daily challenge. In a climate of shrinking donor budgets and rising global crises, storytelling has become a crucial fundraising tool when used to its full potential. 

Each year, we speak with Amnesty researchers and campaigners to help donors understand the depth and significance of their work. We take dense data, legal work, satellite analysis, and policy wins, and ground them in human stories.

Over the past five years, the films have helped Amnesty raise between £1–2 million annually through major donor engagement. They’ve brought coherence to reporting, unlocked new funding opportunities, and helped donors see the real-world impact of their support.

Fundraising is about inspiring people. And we do this by building trust through clarity, emotion, and evidence.

At the heart of every film are the people behind the work, those who investigated, documented, and spoke truth to power. Their voices turn abstract work into something memorable. That’s what good storytelling does: it connects. It moves people, without losing nuance.

We’re proud of this series and of the people behind it. It’s been a privilege to help bring Amnesty’s work to life, and to play a small part in keeping that work going. And we're already working on the next chapter with the 2025 film being underway!

Because in a world that keeps looking away, being there is a radical act.

Watch the Be There series below: