Between 2016 and 2019 European governments deported more than 10,000 people to Afghanistan, despite it being the second most dangerous country in the world.

 

Amnesty International needed content to help launch their awareness day. We knew we had to move away from stats and make the story more human – raw and emotive. 

 

We decided to focus on the journey – the flight taking them from what they thought would a safe refuge, back to the dangers and instability of the country from which they had escaped.

 

By doing so, we found a way to connect directly with our audience – the fear of flying. An almost universal anxiety – to which our entire audience could relate. But whereas flying is incredibly safe and the fear unfounded – this fear, of the destination, is very real.

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Taibeh Abbasi and her family, whose case was the initial inspiration for the video was deported by Norway in June 2019 – but, in part due to Amnesty’s hard work behind the scenes, she was not accepted into Afghanistan and is now safe back in Norway. But there is clearly much work still to be done to end our governments’ programme of dangerous, irresponsible deportations. We were glad to play a small part.​

"We were very happy with our collaboration – we felt that you really listened and understood where we were coming from on a very tricky issue, and took our feedback on board in a creative and flexible way, and that this really shone through in the end product. 

 

It is also our most successful IG story for a long time. Keep in touch and send my best to your amazing team!"

 

Kristin Hulaas Sunde-
Global Creative Manager,
Amnesty International