AMNESTY
CLIENT HIGHLIGHT
AMNESTY INTERNATIONAL
Amnesty International approached Catsnake while I worked as a creative copywriter and strategiest there. They needed a legacy campaign that subverted from the usual narrative and turned their warm supporters into legacy donors and help eradicate the death penalty in the process. So, we got to work.
Working with Anna Hendy as designer and co creative directing, we created an integrated campaign, Will Power, reframing the act of Will-writing as a defiant protest, rather than just paperwork and admin.
The result: bold designs with memorable copy that mobilised audiences to act.
🏆 Finalist for Legacy Campaign of the Year in the 2026 Smee & Ford Legacy Giving Awards
How I helped:
Campaign management
Narrative direction
AB testing
Creative direction
360 copywriting:
YouTube ad,
direct mail pack
social media
email
magazine insert
in-store posters
stickers and bookmarks
Adhering to a well-recognised tone of voice and brand guidelines
