our work

The purpose of the Amnesty International Australia Two Steps Campaign was to increase acquisition of new supporters both online and offline by engaging potential supporters through street based conversation with later conversion to financial support via a pre-call personalised engagement email and outbound telemarketing call.

The Elk Group was responsible for the development of a creative idea for a take away item, to be given to potential supporters after the street conversation. We came up with the Matchbook Idea and then developed this idea in terms of a match book design and a personalised html email.

The idea worked on both a conceptual level and a more literal level – by removing a match stick from the matchbook visually it is as if you are removing the prison bars in front of the woman. And in doing so you reveal the light.