AMNESTY - STRATETIC PLAY: The human touch.(Amnesty International)(Organization overview)

New Media Age | January 25, 2007 | Copyright

Preparing Amnesty International for the future and reaching out to its supporters has meant a dramatic change for its digital strategy. Emma Rubach reports

Amnesty International has always been about communication. The 46-year- old campaigning organisation was built on people writing letters on behalf of prisoners. Now Amnesty is exploiting new media's potential for building community and even subversion.

Set up by lawyer Peter Benenson in 1961 to highlight the injustices suffered by prisoners of conscience, the Amnesty 'movement' - it's not a charity ...

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