Amnesty International in HK

I finally went to see them. A seemingly bored white single female walks in, declares her profession and interests, states further that she has no children and no husband/s, works a lot at times, than not that much at other times, and that her NGOs friends inspire her. She then makes it clear that she’s ready to contribute in brainstorms, concepts, marketing communications or any marketing fluff that AI may need. She ends by saying she’s not interested in packing boxes, administrative tasks and raising $5 in front of MTR stations. That makes Campaigner B (it’s a title they carry) walk out. Campaigner A stays on. Says that they will soon be launching a campaign for Violence Against Women, says he needs input. Shows a poster of a Caucasian cosmetics model with a bruise on her cheek. “Is that a mock-up?” “No, he replies, “this is what we thought of doing.”

Wow. A little shock wave. Absurd. Maybe they really need help here. I tell him how effective it would be to tell real stories of real women, not models. He listens, asks me to come for a brainstorm session next month. They have no media plan, no budget, no concept. I think I can help.