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New Blood Entry — Amnesty PROFUCKATION

Award: Yellow Pencil

Amnesty International / 2016

#IWIDT 80309

Amnesty PROFUCKATION is an integrated campaign designed to bridge the gap between Amnesty and youth by instilling the idea of Taking Injustice Personally as 'Giving a Fuck'. It consists of multiple touch points that revolve around the concept of turning meaningless 'fucks' into ones that provoke changes.

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