The viral video has long been hailed the holy grail of charity marketing but Amnesty International is taking a less risk adverse approach to social media to make sure its campaigns are driving action as well as awareness. Amnesty’s director of communications Osama Saeed Bhutta , who joined after departing Al Jazeera last year, tells The Drum: "it’s a competitive field out there on people’s timelines,” adding that as such the brand was going to have to do things in a “very different way.”

Source: The Drum

Tue, 7 Feb 2017