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Human rights issues confront us almost every day of the week. The impact of global terrorism over the past few years means that governments are regularly accused of torture or grappling with the limits of national security.
But while the global events have intensified, one of the key organisations in the sector, Amnesty International, felt it needed a higher profile. The public still saw the organisation, which has around 1.8 million members in 150 countries, as being associated with a specific limited list of causes.
Andy Hackman, head of branding and events for Amnesty, who is based in the UK, explains: "People know us for our support of prisoners of conscience and other issues. But we have been developing new campaigning areas and broadening our scope."
Identifying identity
To address this issue, the Amnesty International Secretariat embarked on an exercise to create a new global identity that would encompass its broader focus on economic, social and cultural rights. It created a new, inclusive mission statement: 'ordinary people standing up...