Awareness building through SMS campaigns

Amnesty International-Netherlands used SMS to attract new members, build awareness of the campaign against torture and engage new audiences – in particular young people -  in responding to cases of torture through Urgent Action appeals.

About 39 percent of the cellphone campaigns conducted by Amnesty in 2002 were successful. Amnesty used a web based platform to compose and send text messages. Replies could also be received on the website, which were downloaded and processed as required.

Case study taken from the New Tactics in Human Rights website.