AIA Tax Appeal

Challenge:
Design Amnesty International Australia's 2022 Tax Appeal to inspire supporters to take action for refugees and people seeking asylum facing ongoing human rights abuse.

Insight:
Refugees and people seeking asylum face relentless rejection, fear and uncertainty. Creating change requires people who are just as relentless in their belief that everyone deserves safety, dignity and human rights.

Solution:
Drawing on the campaign platform, Be Relentless, the appeal invited supporters to stand alongside refugees and people seeking asylum by turning their compassion into action. Through powerful storytelling and donor-focused messaging, every donation was framed as a meaningful step in the ongoing fight against injustice.