Amnesty International UK returning to TV screens

Amnesty International UK is returning to TV screens after nine years in the broadcast wilderness, with an advertisement that aims to distance the charity from previous hard-hitting political campaigns. The human rights organisation was banned from broadcast advertising in 1994, because its ads were deemed 'of a political nature'. The ban was reversed in 1999 after Amnesty appealed. The new creative represents a change of strategy focusing on Amnesty's work of reuniting people with their families. Creative, by Kitcatt Nohr Alexander Shaw, features real-life footage of people being reunited to the soundtrack of the U2 song 'One' with a voice-over by actor Jeremy Irons. Media is through MediaVest.