To celebrate its 50th birthday, Amnesty International announced a global design competition as a way to mark its celebration. The brief was to create a brand campaign that celebrated the values and traditions of the Amnesty International but also raised awareness of their unfinished work.

ClientAmnesty International

AgencyaRaydesign Limited

RoleDesign Director

DateMarch 2011


In the last half-century, Amnesty International has made significant strides in raising awareness for those suffering from global injustice. Seven Sins of Modernity is a twist on a historical theme. Used by a variety of religions and cultures through the ages as a means to educate the masses on humanity's tendency to sin and help steer those individuals onto the path of righteousness.


Reflective of Amnesty's bold and uncompromising visual language, the headlines and photographic style are deliberately provocative, and each example is juxtaposed with the corresponding article taken from the UN Declaration of Human Rights.

An incredible global movement with over 7 million members, Amnesty International is the world's largest grassroots human rights organisation. They work tirelessly to protect women, men and children wherever justice, freedom, truth and dignity are denied.

Join Amnesty International United Kingdom Section today and join a movement of ordinary people protecting human rights.

Join today