Amnesty International: "What If They Didn’t? What If You Don't?"

What does human rights work really look like — on the ground, under pressure, and against the odds? Amnesty International set out to tell that story through a series of short films profiling researchers working on the frontlines of global injustice. Each film asked a simple but urgent question: What if they didn’t? What if you don’t? What would happen if no one spoke out?

Filmed across six countries, the series spotlighted the people behind the campaigns, showing their courage, commitment, and the real impact of their work.

Key outcomes of the campaign:

Six original micro-documentaries and one trailer filmed across four continents
Stories from Mexico, South Africa, Poland, Hong Kong, Qatar and Hungary
Edited in-house and finished to broadcast standards
180k views on Amnesty’s official YouTube channel

Challenge and approach

Challenge
Amnesty wanted to highlight the human side of their global campaigning but many of their researchers weren’t used to being on camera. With issues ranging from state violence to abortion rights, the films also had to navigate sensitive, high-risk topics. The challenge was to build trust, identify the most compelling stories, and bring them to life in a way that felt both honest and cinematic with consistency across diverse locations and voices.

Approach
Working in close collaboration with Amnesty’s campaigns and brand teams, we developed a creative concept rooted in lived experience. Each micro doc focused on a single, powerful story chosen to illuminate the dedication and impact of Amnesty’s researchers. With a limited budget and ambitious scope, we maximised resources through careful planning and close coordination with trusted local crews, enabling us to film in six countries without compromising quality or safety. Each story was captured in the contributor’s own words and elevated through first-person interviews, re-enactments, and compelling archives. Every film was edited in-house and shaped to meet Amnesty’s global communications goals.

Watch the series now:

Impact

This was one of the first times Amnesty turned the lens inward, focusing not only on the issues and victims, but on the people doing the work. By highlighting the emotional weight, resilience and integrity of their staff, the films gave supporters a rare and human insight into the organisation they stand behind.

The six short-form films captured the depth and diversity of Amnesty’s work. These stories revealed the realities of human rights campaigning: the fear, the risk, the breakthroughs, and the change that’s possible when action meets solidarity. Used across Amnesty’s global channels, the films also helped spotlight underreported issues, drive support for ongoing campaigns and strengthen fundraising initiatives — showing the power of storytelling in sustaining global movements for justice.