How Amnistía Internacional Argentina Advertises on Meta

# Ad summary This ad promotes a free course on the right to protest, presented by Amnesty International. # Brand positioning Amnesty International is positioned as a global human rights organization dedicated to defending individuals' rights and freedoms. The brand's focus is on empowering people to exercise their fundamental rights, in this case, the right to protest. The brand is presented with a serious tone, emphasizing the importance of their cause and encouraging people to participate in their course on the right to protest. The brand aligns with values of justice, activism, and defending human rights. Amnesty International aims to occupy the space of a reliable and authoritative source for human rights education. # Product The product being advertised is a free course focused on the right to protest. The course is presented as a way to learn about and understand this fundamental human right. The ad mentions that the course lasts 3 hours and offers a certificate upon completion, indicating its educational value. The intended audience includes individuals interested in human rights, activism, and learning about the right to protest. By offering the course for free, the ad addresses the potential purchase barrier of cost, making it accessible to a wide audience. # Visual style The ad features a stark, high-contrast visual style with a grainy, black and white image overlaying a bright yellow background. The production quality appears polished, likely studio-shot or digitally manipulated. The typography is bold and attention-grabbing, integrating seamlessly with the overall design. The style evokes a sense of urgency and importance, making it likely to grab attention in-feed. # Hooks Headline: EL DERECHO A PROTESTAR # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Anotarme gratis # Point of view - [object Object] # Storyline - The ad opens with a black and white photo of protestors to convey the seriousness of the topic and to highlight the theme of protesting. - The text is displayed over the image to introduce the free course on the right to protest. - The Amnesty International logo is displayed to establish credibility and to clearly indicate who is offering the free course. - A call to action to sign up is displayed to encourage viewers to take advantage of the course.

# Ad summary This ad raises awareness about children being detained and facing the death penalty in Iran, urging viewers to donate to protect them. # Brand positioning The ad does not explicitly state the brand, but it implies an organization focused on human rights advocacy and protection, especially for vulnerable populations like children. The brand positions itself as an advocate for justice and safety, aiming to occupy the space of humanitarian aid and legal defense for those facing severe human rights violations. It promotes values of fairness, protection, and global responsibility, likely pushing against governmental practices or legal systems that fail to safeguard children's rights. The brand positioning is both functional (providing aid and legal resources) and emotional (evoking a sense of urgency and moral obligation). # Product There is no tangible product being advertised. The ad focuses on a cause: protecting children in Iran who are detained, tried without guarantees, and face the death penalty. The ad serves as a plea for donations to support this cause, addressing the barrier of inaction or unawareness by highlighting the urgent and severe situation these children face. The value lies in contributing to the protection and legal support of children at risk, with the ad aiming to create a sense of moral responsibility to help. # Visual style The ad has a stark, serious, and urgent visual style. The black and white portrait, combined with the bold yellow and black text blocks, creates a high-contrast and attention-grabbing effect. The production quality appears simple and direct, focusing on conveying a clear message rather than polished aesthetics. The typography is integrated in a prominent and assertive manner, ensuring the message is easily scannable. The style deviates from typical lighthearted social media content, aiming to disrupt the feed with a serious cause. # Hooks Headline: SER MENOR NO TE PROTEGE # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action AYUDANOS A PROTEGERLOS: DONÁ # Point of view - [object Object] # Storyline - The ad opens with the message "SER MENOR NO TE PROTEGE" (Being a minor does not protect you), displayed in bold yellow text on a black block over the image of a child's face. The message is intended to shock the audience and highlight the vulnerability of children in the Iranian legal system. - The ad continues with the statement, "En Irán, niños son detenidos, juzgados sin garantías y enfrentan la pena de muerte" (In Iran, children are detained, tried without guarantees and face the death penalty). This description clarifies the specific injustice occurring and emphasizes the severity of the situation. - The ad concludes with a call to action: "AYUDANOS A PROTEGERLOS: DONÁ" (Help us protect them: Donate), presented in bold yellow text on a black block. This urges the viewer to take immediate action by donating to the organization's cause.

# Ad summary The ad is for Amnesty International and shows the serious human rights violations in Iran. It uses an image of a woman with emotive language to shock and create urgency for the viewer to take action. # Brand positioning The Amnesty International brand is positioned as a global movement fighting for human rights. The ad highlights their efforts to demand an end to executions and unfair trials, positioning the brand as an advocate for justice and freedom, especially for women in Iran. The brand aligns with values of human rights, justice, and freedom, and promotes a tone of urgency and action. # Product This ad is a call for donations to support Amnesty International's efforts in Iran. The product is the act of donating, which enables Amnesty International to continue demanding an end to executions and unfair trials. The ad addresses the barrier of inaction by highlighting the urgency of the situation and the impact donations can have on promoting justice. # Visual style The visual style is stark and direct, with a close-up portrait and a color palette of black, yellow, and brown. The production quality looks high, with professional lighting and clear focus. The typography is large and bold, designed to grab attention and convey a sense of urgency. The image treatment emphasizes the woman's features, highlighting her wrinkles and somber expression to evoke empathy and concern. The ad’s visual elements have been carefully chosen to maximize impact and clarity in a fast-scrolling feed. # Hooks Headline: SER UNA MUJER LIBRE ES UN DELITO # Benefits - [object Object] # Features - [object Object] # Call to action DONÁ # Point of view - [object Object] # Storyline - The ad begins with a striking headline stating, "SER UNA MUJER LIBRE ES UN DELITO" (Being a free woman is a crime), immediately setting a tone of injustice and highlighting the core issue. This is conveyed from the brand’s perspective to shock and create awareness. - Next, the ad explains the context: "La pena de muerte en Irán se usa para silenciar voces" (The death penalty in Iran is used to silence voices). The brand provides context, explaining the purpose of the donations, emphasizing the urgency of the cause and clarifying what the donation will be used for. - The ad concludes with a direct call to action, "DONÁ" (Donate), urging the viewer to take immediate action and support the cause. This is conveyed by the brand in order to prompt immediate action.

# Ad summary This is a social media ad for Amnesty International, highlighting the use of the death penalty in Iran to silence dissenters. The ad features a woman in a hijab standing in front of a scene with covered bodies, and encourages viewers to donate. # Brand positioning Amnesty International is positioned as a global human rights organization. The brand stands against injustice and advocates for the rights of individuals who are persecuted for expressing their opinions. The brand conveys a sense of urgency and responsibility, emphasizing the importance of protecting fundamental human rights and freedoms. # Product The ad does not feature a typical product, but rather promotes the cause of Amnesty International. It emphasizes the organization's role in defending the rights of individuals in Iran who are persecuted for speaking out. The ad highlights that donating to Amnesty International supports efforts to protect those who are being silenced and persecuted for raising their voices. The ad serves as a call for action to support a cause. # Visual style The ad uses a combination of a photograph with overlaid text and a call to action button. The production quality appears to be raw and documentary-style, with a focus on conveying a sense of urgency and reality. The visual motif is a combination of text blocks and a somber, real-world image, designed to be impactful and attention-grabbing. # Hooks Headline: EL DISENTIR TERMINA EN EJECUCIÓN # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action DONAR # Point of view - [object Object] # Storyline - The ad opens with a stark warning about the dire consequences of dissent in Iran, conveyed through the headline text in a yellow block on the left. The message intends to grab attention and highlight the severity of the issue. - The narrative shifts to a broader perspective, explaining that the death penalty is used in Iran to silence voices, presented through the text below the yellow block. The intent is to provide context and underscore the injustice being protested. - The ad concludes with a call to action, urging viewers to donate and help defend the rights of those persecuted for speaking out, which is conveyed through the copy and the yellow 'DONAR' button. The intention is to encourage immediate action and support for the cause.

# Ad summary This ad by Amnistía Internacional encourages journalists by stating that their experience matters. # Brand positioning Amnistía Internacional is presented as a human rights organization that stands for freedom, justice, and equality. The ad does not mention any specific products or services but aligns the brand with a cause that promotes solidarity and support for the journalistic profession. The brand appears to position itself as a champion of human rights. # Product There are no products in this advertisement. The focus is on valuing the experiences of journalists. The ad encourages the target audience to believe their work and insights are important and valued. # Visual style The ad features a minimalist design with high contrast using dark tones and a bright yellow logo to draw attention. The use of the gradient background adds a touch of depth, while the typography is clean and legible, contributing to an overall sense of seriousness and urgency. This approach makes the message scannable and impactful in a fast-paced social media environment. # Hooks Headline: SI TE DEDICÁS AL PERIODISMO TU EXPERIENCIA IMPORTA. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by directly addressing journalists, acknowledging their work and professional identity. This creates a sense of recognition and inclusivity, engaging them from the outset. The brand is speaking to the audience. - The ad emphasizes the importance of journalists' experience. This underscores the value of their contributions and reinforces their sense of purpose and significance. The brand is speaking to the audience. - The ad closes with the Amnistía Internacional logo, associating the organization with the message of valuing journalists' experiences, strengthening the brand's position as a supporter of their rights and profession. The brand is identifying themselves as the speaker.

# Ad summary This ad for Amnesty International promotes a series of masterclasses with certification. The ad opens with interviews with people at a festival saying what they need to change what they are against, followed by reasons why Amnesty International is offering masterclasses in multiple disciplines. # Brand positioning The ad positions Amnesty International as an organization that provides resources and tools for people to elevate their professional profiles and navigate today's world. It aligns with values of activism, empowerment, and inclusivity. The brand challenges the norm of inaction or helplessness in the face of injustice, promoting a proactive approach. The brand's positioning is functional, offering concrete skills and knowledge, as well as emotional, inspiring hope and empowerment. The organization is presented as professional and organized. # Product The ad promotes masterclasses with certification, offered by Amnesty International. The masterclasses are designed to elevate your professional profile and provide key tools for today's world. The courses cover communication, planning, design, photography, leadership, and copywriting, among others. These masterclasses are designed to be applicable from day one in your work, project, or activism. The ad encourages viewers to register now to receive all the information. # Visual style The ad uses a hybrid visual style, combining UGC footage with more polished commercial-style shots. The editing style is quick cuts, especially at the beginning with the festival footage. The production quality varies, with some shots having a raw, unfiltered feel and others appearing professionally lit and edited. The pacing is fast at the beginning, then slows down as it transitions to product information. The editing of the interviews is not timed to the beat of the music. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Regístrate ahora para recibir toda la información. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The ad opens with multiple people at what looks like a festival. The text overlay reads: "Para cambiar algo en esta realidad que nos indigna, me hace falta..." (To change something in this reality that angers us, I need...)". The intention is to introduce a shared sense of frustration or indignation and to invite viewers to consider what they need to effect change. The perspective is from the interviewees, who speak directly to the camera in a casual, conversational tone. This sets a relatable and urgent tone. - 00:03–00:11 00:03–00:11 The people at the festival give their answers to the opening question. A new person answers every 1-2 seconds. Their answers are: courage, willpower, lose the fear, listening and love. It shows many people sharing a common goal of wanting to change things. It gives the perspective of everyday people. - 00:11–00:12 00:11–00:12 A festival attendee says, "Para cambiar una realidad que nos indigna hacen falta herramientas" (To change a reality that angers us, tools are needed). This responds to the previous answers by suggesting a solution: the need for practical tools. The shift indicates that Amnesty International has these tools, transitioning from problem to solution. - 00:12–00:20 00:12–00:20 A voiceover begins, "Por eso, desde Amnistía Internacional impulsamos Masterclass con certificación para elevar tu perfil profesional y sumar herramientas claves para el mundo de hoy." (Therefore, from Amnesty International, we promote Masterclasses with certification to elevate your professional profile and add key tools for today's world). This section shows Amnesty International providing the needed tools through its masterclasses. The perspective is from Amnesty International, establishing itself as a solution provider with a professional and empowering tone. - 00:20–00:30 00:20–00:30 Multiple speakers continue to say what the masterclasses cover. "Comunicación, planificación, diseño, fotografía, liderazgo, copywriting y muchas más." (Communication, planning, design, photography, leadership, copywriting and many more.) The courses are presented as comprehensive and relevant. The perspective comes from Amnesty International instructors. - 00:30–00:33 00:30–00:33 A speaker says, "Todas están pensadas para aplicar desde el día uno en tu trabajo, proyecto o activismo." (All are designed to be applied from day one in your work, project or activism.) This offers viewers a guarantee of immediate applicability and value, addressing potential skepticism or perceived barriers to entry. The perspective is from Amnesty International instructors. - 00:33–00:34 00:33–00:34 A final speaker says, "Regístrate ahora para recibir toda la información." (Register now to receive all the information.) This is a direct call to action. The perspective comes directly from Amnesty International.

# Ad summary This ad from Amnesty International Argentina promotes a leadership guide. The ad begins with Daniel Gamboa, Director of Growth at Amnesty International Argentina, who shares that he never liked leadership courses. He expresses that they are full of inspirational phrases and magical recipes. Daniel then explains that leadership is more than that, and he is now offering a leadership guide for download. # Brand positioning Amnesty International Argentina is presented as an organization that cares about effective leadership strategies. They are more practical and realistic than other leadership programs. They help guide leaders in navigating the complexities of leading in an ever-changing world. # Product Amnesty International Argentina is promoting a leadership guide that shares “3 claves para tomar mejores decisiones como líder,” or "3 keys to making better decisions as a leader." The leadership guide helps leaders navigate the complexities of leadership and context changing. The guide also helps leaders understand their own emotions and the emotions of others. # Visual style The ad has a polished and professional look. The colors are warm and inviting. The video is edited with quick cuts and smooth transitions. The ad has a BPM of around 120. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action DESCARGA LA GUÍA GRATUITA # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins with Daniel Gamboa sharing that he has never liked leadership courses. - 00:03–00:07 Daniel continues that leadership courses are full of inspirational phrases and magical recipes. This is shared from Daniel's perspective. - 00:08–00:11 Daniel pivots and shares that leading teams is very difficult. - 00:11–00:16 Daniel explains that leaders need to be aware of the emotions of others and how to manage them. This is from Daniel's perspective. - 00:16–00:18 Daniel continues by sharing that leaders also need to be very aware of their own emotions. This is from Daniel's perspective. - 00:18–00:25 Daniel explains that in difficult and changing contexts, being prepared and trained is crucial. This is from Daniel's perspective. - 00:25–00:38 Daniel shares that his name is Daniel Gamboa, and he is the Director of Growth at Amnesty International Argentina. He also shares that he has worked in the private sector and NGOs for over 20 years, and he has led teams of all sizes. - 00:40–00:47 The ad concludes with a visual of the leadership guide, which shares "3 claves para tomar mejores decisiones como líder," or "3 keys to making better decisions as a leader." The visuals include Amnesty International Argentina's logo.

# Ad summary This ad promotes a feminist strategic litigation program aimed at training lawyers to defend human rights and challenge gender stereotypes through strategic litigation. It is targeted towards lawyers and law students who are interested in promoting gender equality and social justice. # Brand positioning This ad promotes a feminist strategic litigation program that seeks to train lawyers to defend human rights and challenge gender stereotypes. The program positions itself as an opportunity for legal professionals to acquire tools that allow them to change people's lives through litigation. The brand aligns itself with values of social justice, human rights, and gender equality. The brand pushes against the norm of traditional legal approaches that may perpetuate gender stereotypes. The brand positioning is both functional, by offering technical legal skills, and emotional, by empowering lawyers to make a difference in people's lives. # Product The ad promotes a feminist strategic litigation program, a specialized course designed to train lawyers and legal professionals in the defense of human rights with a gender perspective. It offers participants the opportunity to learn techniques such as how to exercise technical defense from a gender perspective, promote communication and social mobilization, and argue from a human rights approach to challenge gender stereotypes. The program emphasizes the articulation of alliances with strategic actors and specialists, and amplifying historically silenced voices. The program also aims to provide a comprehensive understanding of how to use legal tools for social change and advocacy for marginalized communities. The ad addresses the barrier of limited expertise in gender-sensitive legal strategies. # Visual style The ad has a simple, clean aesthetic with a limited color palette of lavender, green, purple, and white. The editing style is straightforward, with static shots and direct cuts between text overlays. The production quality appears polished and professional, likely intended to convey authority and trustworthiness. The pacing is moderate. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Si sos abogada o abogado, postulate hasta el 1 de mayo. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The ad opens with a question displayed on screen: "¿Querés aprender herramientas del litigio para cambiar la historia de una persona?" translating to "Do you want to learn litigation tools to change a person's history?" This poses the question directly to the viewer, inviting them to consider the possibility of using legal tools to impact lives. The question is delivered in a direct and engaging tone, inviting the viewer to consider this as a potential skill they can acquire. - 00:03–00:08 00:03–00:08 The ad transitions to an invitation aimed at a specific audience: "Si sos abogada o abogado, POSTULATE A LA DIPLOMATURA LITIGIO ESTRATÉGICO FEMINISTA," which translates to "If you are a lawyer, APPLY TO THE FEMINIST STRATEGIC LITIGATION DIPLOMA." The ad aims to directly address lawyers and offers an opportunity to join a specialized diploma program focused on strategic litigation from a feminist perspective, narrowing the audience to those in the legal field interested in feminist causes. - 00:08–00:35 00:08–00:35 The ad lists five key skills that participants will learn, with accompanying visuals. Each point starts with "Aprendé a:" (Learn to:). The points include "Ejerer la defensa técnica con perspectiva de género" (Exercise technical defense with a gender perspective), "Impulsar la comunicación y movilización social" (Promote communication and social mobilization), "Argumentar desde un enfoque de derechos humanos para cuestionar y desplazar estereotipos de género" (Argue from a human rights approach to question and displace gender stereotypes), "Articular alianzas con actores estratégicos y especialistas" (Articulate alliances with strategic actors and specialists), and "Amplificar voces históricamente silenciadas" (Amplify historically silenced voices). - 00:35–00:39 00:35–00:39 The ad concludes with a final screen reiterating the program's name "DIPLOMATURA LITIGIO ESTRATÉGICO FEMINISTA" (FEMINIST STRATEGIC LITIGATION DIPLOMA) and providing a call to action, "Si sos abogada o abogado, postulate hasta el 1 de mayo." (If you are a lawyer, apply by May 1st.)

# Ad summary This ad promotes the play "Caso Archivado" (Archived Case) a theatre play created in Belgium that is being performed in Argentina in cooperation with Amnesty International. The director, Juan Francisco Dazo, describes the play and explains that it deals with the topic of sexual assault and complaints, focusing on what happens before, during, and after the complaints are filed. # Brand positioning The ad features the play "Caso Archivado," positioning it as a socially conscious and relevant work of theatre. The association with Amnesty International emphasizes the play's commitment to human rights and addressing important social issues. The brand aims to occupy a space of impactful storytelling, aligning with values of awareness and justice. It pushes against norms of avoiding difficult topics and promotes engagement with pressing societal concerns. The brand positioning is both functional, as it aims to present a play of Belgium with argentinian actors, and emotional, as it aims to spark awareness about sexual violence. # Product "Caso Archivado" is a theatre play, performed in the Teatro Picadero los Días Domingos a las 16 horas. It is a play about a thematic, a problematic that unfortunately is still present. La obra habla sobre agresiones sexual*s, sobre denuncias, sobre el rumbo insospechado que pueden tomar las denuncias, lo que pasa antes, durante y después. # Visual style The ad has a simple and straightforward aesthetic. The video combines a direct-to-camera testimonial from the director with behind-the-scenes stage footage and textual information. The editing is relatively static with smooth transitions and no camera movements. Production quality is fairly basic. It does not include the stage-play production, but appears to be shot on an android camera, which gives it a documentary feel. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Reservá tu entrada # Point of view - [object Object] # Storyline - 00:00–00:02 The director of the play, Juan Francisco Dazo, is seated in an empty theatre and begins to describe the play's themes of sexual violence and denunciation. This sets the stage for the play's serious subject matter and prepares the audience for what to expect. - 00:02–00:03 The video quickly flashes through distorted abstract colours, indicating this is a serious topic. - 00:03–00:04 A stage scene with the director walking around on a stage, and the actors seated and listening to him. This adds a human element to the discussion, suggesting that the play is grounded in real-world experiences. - 00:04–00:08 The director introduces himself by name and mentions he is directing the play "Caso Archivado". This adds credibility to the promotion by presenting it as coming from an authority figure in the production. - 00:08–00:13 The director explains the play is from Belgium and is being presented with the collaboration of Amnesty International. This further enhances the credibility by aligning the play with a well-known organization focused on human rights. - 00:13–00:20 The director announces the location, dates and hours for the play. - 00:20–00:29 He speaks to the play as dealing with a theme, a problematic. - 00:29–00:38 He describes the play as dealing with sexual assault, the unexpected course of actions that can take place after the denunciations, what happens before, during, and after.

# Ad summary This is an ad to promote a free course to identify and prevent gender-based violence. # Brand positioning Amnesty International, as featured in the ad, positions itself as a global human rights organization focused on issues such as gender-based violence. The organization seeks to occupy a space of authority and advocacy in the realm of human rights, particularly concerning the safety and equality of women. It does this through educational resources, awareness campaigns, and direct engagement. The brand aligns with values of justice, equality, and empowerment, and the organization pushes against indifference and inaction in the face of human rights abuses. Their positioning is both functional, by providing education and resources, and emotional, by appealing to viewers' sense of justice and empathy. # Product The product being advertised is a free course designed to help people identify and prevent gender-based violence. The course is for anyone interested in learning about the issue and contributing to its prevention. It is described as a free course, lasting 90 minutes, with a certificate of participation provided upon completion. The ad addresses the purchase barrier of cost by explicitly stating that the course is free. # Visual style The ad employs a stark, high-contrast visual style with a limited color palette of black, white, and yellow. The production quality appears to be digitally created. The visual motif is a symbolic representation of control and manipulation, achieved through the use of grayscale imagery, silhouette, and puppetry metaphor. The image treatment includes strong silhouettes, selective use of color blocking, and background removal to create a visually impactful and easily scannable image. # Hooks Headline: IDENTIFICÁ Y PREVENÍ LA VIOLENCIA DE GÉNERO # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Anotarme gratis # Point of view - [object Object] # Storyline - The ad opens with a collage of faces that are cropped and out of focus, and a shadow of a hand using a woman like a puppet, conveying the message that women are controlled and manipulated in society. This is intended to capture the viewer's attention and highlight the widespread nature of gender-based violence. The audience experiences this from an external perspective, observing the visual representation of the issue. - The ad transitions to a call to action to take a free course to identify and prevent gender-based violence. This is intended to show how Amnesty International offers a tangible solution to the problem identified earlier. This is conveyed from the brand's perspective, positioning them as a provider of education and resources. - The ad concludes with additional details about the course, such as its duration and the availability of a participation certificate, and provides a button to sign up. This reinforces the accessibility and value of the course, while also making it easy for viewers to take action. The audience is viewing the call to action from the brand's perspective, as Amnesty International seeks to promote the educational course.

# Ad summary This image promotes a free course, "El Derecho a Protestar" (The Right to Protest), offered by Amnesty International. The ad uses a stylized, high-contrast visual style with images of protestors and megaphones to convey a sense of urgency and the importance of free speech. # Brand positioning Amnesty International is presented as a global human rights organization committed to defending the right to protest. The brand aims to occupy a space of advocacy and education, aligning with values of justice and freedom. It stands as a resource for individuals seeking to understand and exercise their rights, thereby opposing any actions that suppress free expression. The positioning is both functional, offering knowledge and certification, and emotional, tapping into the desire for empowerment and social change. # Product The product is a free online course titled "El Derecho a Protestar" (The Right to Protest). It is designed to educate participants about their rights related to protesting, and it offers certification upon completion. The course spans three hours, and the advertisement addresses the potential barrier of cost by explicitly stating that it is free. The ad emphasizes the course's educational value and the potential for participants to become more informed and effective advocates. # Visual style The ad features a high-contrast, graphic style with a limited color palette of yellow, black, and white. The halftone textures give it a vintage or retro feel, possibly reminiscent of protest posters or zines. The composition is bold and direct, designed to catch the viewer's eye and convey a sense of urgency. This look may increase scannability and stop power in a news feed due to its starkness. # Hooks Headline: EL DERECHO A PROTESTAR # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action Anotarme gratis # Point of view - [object Object] # Storyline - The image begins with a graphic ear and megaphones, which immediately communicates the theme of amplifying voices and listening to concerns. This is included to draw the viewer's attention to the importance of expressing opinions. The perspective here is that of the brand emphasizing the necessity to listen to the people. - Next, a crowd of silhouettes marching forward signifies collective action and unity in protest. This visual element reinforces the idea of a unified front advocating for change. The perspective here is that of the collective, showing solidarity and the power of numbers. - The central text announces the course title, "El Derecho a Protestar," and provides key details such as duration (3 hours) and certification upon completion. The brand wants the viewer to know the details of the course. The perspective is that of the brand providing information. - Finally, the Amnesty International logo and a button labeled "Anotarme gratis" (Sign up for free) prompt immediate action. The inclusion of the logo builds credibility. The perspective is a call to action for the customer to engage and sign up for the free course.

# Ad summary This ad presents the user with a graphic toolkit to navigate internet safety. # Brand positioning Amnesty International is presented as an organization providing toolkits to help navigate the internet and combat false news. The brand positions itself as an informational resource committed to addressing disinformation and protecting truth online. # Product The product advertised is a toolkit to navigate the internet and identify and combat false news. The ad promotes the free downloadable guide offered by Amnesty International. # Visual style The ad features a static graphic with clear and direct typography. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action DESCARGAR GUÍA GRATIS # Point of view - [object Object] # Storyline - 00:00–00:07 The ad displays the graphic for a free guide to navigating the internet and identifying and combating false news.

# Ad summary This image ad is promoting the Teatro Picadero production of Caso Archivado (Case Closed) presented by Amnesty International. The ad shows headshots of the cast and crew. # Brand positioning Amnesty International is presented as a global human rights organization. It aligns with values of social justice and human rights advocacy, positioning itself against the status quo where injustices persist. Its sponsorship associates the play with themes of social awareness and ethical engagement, suggesting a commitment to using art for advocacy. # Product The product being advertised is the Teatro Picadero's production of the play Caso Archivado (Case Closed), written by Luca Franceschi and directed by Juan Francisco Dasso. The advertisement doesn't explicitly describe the play's plot, but the presentation of the cast and crew is to attract an audience to attend the performance. The ad mentions showtimes on 'domingos 16h' (Sundays at 4 PM), providing essential information for potential viewers. # Visual style The ad has a serious and theatrical visual style. The production quality appears to be high. The image is dark and relies on headshots and text, which give it a somewhat somber tone. The layout is clean and organized, with a focus on legibility. The overall aesthetic suggests a play that is dramatic and thought-provoking. # Hooks Headline: CASO ARCHIVADO # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad presents 'Amnistía Internacional' (Amnesty International) to showcase their partnership and support of the play, 'Caso Archivado'. This is included to lend credibility and suggest the play deals with themes aligned with human rights. The brand (Amnesty International) wants to reinforce their role as a supporter of human rights causes and cultural events. - The ad states 'Caso Archivado', the play's title, in large font to immediately convey the play's name, which is being promoted in this ad. The play's producer is relaying the title to the audience, front and center. - The ad identifies the author as 'Luca Franceschi' and the director as 'Juan Francisco Dasso'. This is included to give credit to the creative team behind the production. The creative team is sharing the artists behind the work with the audience. - The ad shows the theater name, 'Teatro Picadero', to establish where the play is being performed and invite attendance. The theater wants the viewer to visit and attend the production. - The ad states the showtimes are 'domingos 16h' (Sundays at 4 PM) to inform potential viewers when the play is being staged and encourage them to attend the performance at the Teatro Picadero. The theater wants to inform the audience about the schedule. - The ad shows headshots of the cast, 'Ariel Bar-On, Valeria Correa, Bárbara Massó, Juliana Muras, Pablo Ragoni', to highlight key contributors to the production and familiarize potential viewers with the cast. The cast is presenting the stars of the play to the viewer.

# Ad summary This ad promotes a diploma in Feminist Strategic Litigation, inviting viewers to join the third edition and drive change. # Brand positioning The brand promotes an educational program focused on feminist strategic litigation. It is presented as an opportunity to contribute to change, appealing to individuals passionate about feminism and legal strategy. By offering this specialized program, the brand positions itself as a facilitator of social impact through education and legal empowerment, appealing to those seeking advanced knowledge and skills in feminist legal advocacy. # Product The product is a diploma program in Feminist Strategic Litigation, designed to empower participants with the knowledge and skills to drive change through legal means. The program is in its third edition, implying it is an established course. The ad directly invites viewers to join, suggesting that it is an open enrollment program. No explicit details about the program's curriculum, duration, cost, or admission requirements are provided, but the emphasis is on providing education that empowers individuals to become effective agents of change within the feminist legal landscape. # Visual style The ad features a clean, minimalist design with a limited color palette consisting of purple, green, and beige. The geometric patterns and logos are arranged in a structured layout, emphasizing a professional and academic tone. The design has a flat, vector-style illustration, without any gradients or shadows, resulting in a modern and uncluttered appearance. # Hooks Headline: DIPLOMATURA # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts by announcing a diploma program in feminist strategic litigation, immediately establishing the focus of the advertisement. This is told from the brand's perspective, aiming to capture the attention of viewers interested in this specific field. - The ad then shifts to an invitation, urging viewers to join the third edition of the program to initiate change. This part of the narrative is presented from the brand's perspective, encouraging immediate action and participation. - The ad concludes by presenting a series of partner organizations supporting the program. This strengthens the credibility and legitimacy of the program from an external source, assuring potential applicants of its quality and support network.

# Ad summary This ad features an illustration of a person running with a megaphone, positioned below a notepad that contains a question about litigation as a tool for social change. The ad includes branding from several organizations and uses a color palette of green and purple. # Brand positioning The ad features branding from multiple organizations, including Amnistía Internacional, dela, fundeps, O'Neill Institute, Adhern, and CELS. The ad's theme and visuals imply these are advocacy groups or legal organizations focused on social justice and human rights. By associating multiple brands within the same ad, it suggests a collaborative or coalition approach to addressing social issues, seeking to build a community of like-minded individuals. The brand messaging is primarily emotional, aiming to inspire and engage individuals interested in social change through legal means. # Product This ad promotes the concept of litigation as a tool for social change. It is designed to inform and engage individuals interested in advocacy, law, or social justice, by framing litigation as a proactive method for driving societal improvement. The ad directly addresses the question of whether litigation can serve as an effective means for achieving broader social impact. It serves to engage the viewer in a conversation about legal avenues for addressing social justice issues. # Visual style The ad has a modern and clean visual style, employing flat cartoon-style illustrations and a geometric background pattern. The color scheme features green, purple, pink, and beige, creating a visually appealing and cohesive design. The typography is bold and straightforward, enhancing readability. The overall production quality is high, suggesting a professional and well-thought-out creative approach. The layout is balanced, with the notepad and illustration working together to convey the ad's message clearly. The ad's visual style is designed to be eye-catching and easily scannable. # Hooks Headline: ¿EL LITIGIO PUEDE SER UNA HERRAMIENTA DE CAMBIO SOCIAL? # Call to action None used. # Point of view - [object Object] # Storyline - The image presents a central question about litigation as a tool for social change. This message, displayed on a notepad, immediately introduces the core theme and purpose of the ad, framed from the brand's perspective. - Below the notepad, an illustration of a person running with a megaphone suggests action and advocacy. This visual element conveys the message that social change requires active participation and vocal support, from the perspective of a participant. - The branding of several organizations at the bottom reinforces the ad's credibility and collaborative nature. It shows which organizations are involved in the cause, as provided by the brand.

# Ad summary The image ad features a yellow background with a quote from Griselda about being violated and asking why what she wears matters. The ad uses yellow text and a photograph of Griselda in the lower right corner. # Brand positioning This ad is created by a non-profit organization committed to defending human rights. Their brand values are strongly rooted in activism and advocacy for social justice. # Product This ad features a quote to raise awareness about violence against women and to promote the message that what a woman wears should not be used to justify or excuse such violence. The ad serves as a statement against victim-blaming and seeks to shift the focus from the victim's attire to the perpetrator's actions. # Visual style The ad has a simple, direct visual style with a focus on the message and the person delivering it. The use of a yellow background and yellow text on a black background creates a visually striking image, while the photograph of Griselda adds a personal and emotional element. # Hooks Headline: "Me violar0n con un velo. Me violar0n con jeans. Me violar0n en mi propia casa..." # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad opens with a series of statements that say "Me violar0n con un velo. Me violar0n con jeans. Me violar0n en mi propia casa..." to communicate the prevalence of sexual violence in various circumstances. The audience is experiencing this message from the point of view of survivors. - The ad then poses a question, “¿Y usted me dice que lo que me pongo importa?” to challenge the notion that clothing choices are a factor in sexual assault. The audience is experiencing this message from the point of view of a survivor of sexual assault. - The ad concludes with the name "Griselda." to add a personal touch to the message. The audience is experiencing this message from the point of view of an individual lending her voice to the cause.

# Ad summary This ad promotes the Feminist Strategic Litigation course or conference. It opens with a clip of Macarena Sáenz, an expert in strategic litigation related to gender, sexuality and human rights, speaking about what makes strategic litigation feminist. It transitions to a screen with text about the Feminist Strategic Litigation course. # Brand positioning The brand is an educational institution or organization offering a course called "Diplomatura Litigio Estratégico Feminista" or "Feminist Strategic Litigation." The brand is positioned as an expert in gender, sexuality, and human rights, aiming to empower lawyers and legal professionals with a feminist perspective on strategic litigation. The brand aligns with values of feminism and social justice and promotes a professional and academic tone. The brand emphasizes expertise, offering specialized knowledge. # Product The featured product is a course called "Diplomatura Litigio Estratégico Feminista" or "Feminist Strategic Litigation." It is for lawyers and legal professionals interested in learning more about strategic litigation from a feminist perspective. The product includes instruction in litigation, strategy and feminism. It addresses a need for feminist legal education and empowerment. The course is positioned as an opportunity for professional development and specialization in a niche area of law. # Visual style The ad has a clean and professional aesthetic. The colors are muted and cool. The video relies on text overlays and screen recordings and is hybrid polished and scrappy. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action ¡Hacé click en más información! # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 The ad starts with a mid-shot of Macarena Sáenz, an expert in strategic litigation related to gender, sexuality and human rights. - 00:02–00:07 Macarena introduces a question about what makes strategic litigation feminist. - 00:10–00:14 The ad transitions to a screen with text about the Feminist Strategic Litigation course.

# Ad summary This ad for Amnesty International raises awareness about the potential negative impacts of TikTok and social media usage on young people's mental health and offers a downloadable guide for families to help them navigate these challenges. # Brand positioning Amnesty International is presented as a global organization focused on human rights advocacy. In this ad, they take on a role of providing resources and guidance for parents and families on how to navigate the challenges of social media, particularly TikTok, and its impact on the mental health of young people. The brand is positioning itself in the space of child welfare and tech accountability, providing a service that addresses the potential harm of social media on children's mental health. The brand aligns with values of education, awareness, and protection, contrasting the largely unregulated nature of social media platforms. # Product The product advertised is a downloadable guide for families on how to navigate TikTok. The guide is not described in great detail, but is shown as a resource that can help parents understand the platform and its potential risks to young people's mental health. The visuals include the title of the guide which is “Miniguia para familias TikTok”. The guide aims to address the purchase barrier of parents not knowing how to protect their children, and provides a means of increasing their awareness and safeguarding their well-being. # Visual style The ad has a modern, clean aesthetic with a focus on conveying information through text overlays and impactful imagery. The color palette is dark with pops of bright yellow and red to draw attention to key messages. The editing style uses quick cuts to maintain a sense of urgency and capture the viewer's attention. The production quality is polished, resembling a professional PSA announcement. # Call to action Hacé click en “Descargar” # Point of view - [object Object] # Storyline - 00:00–00:02 The ad begins with a question about the viewer's familiarity with the series 'Adolescencia.' - 00:03–00:04 Following this, the ad asserts the impact of social networks on children is real. - 00:05–00:07 The ad then transitions to the statement that TikTok is one of the most used and most risky social media platforms for mental health. - 00:08–00:10 Next, the ad asks how to better support young people in this context. - 00:11–00:14 The ad then introduces a solution: a downloadable guide for families, directing viewers to click on 'Descargar' to access it.

# Ad summary This ad from Amnesty International (in Spanish) highlights potentially harmful content on TikTok and offers a parents' guide for safe usage. # Brand positioning Amnesty International is presented as an organization focused on defending human rights. The ad aims to raise awareness about potential risks associated with online platforms like TikTok, positioning Amnesty International as a reliable source for guidance and support in navigating these challenges. # Product The ad promotes a parents' guide for TikTok, which provides families with tips and information to help them navigate the platform safely. The guide addresses potential issues like anxiety, eating disorders, and exposure to harmful content, offering reliable information to support parents in protecting their children online. # Visual style The ad has a simple, graphic style with a dark background and bright text overlays. It uses a combination of static text screens and real-life scenes. The overall tone is serious and cautionary. # Benefits - [object Object] - [object Object] # Call to action HACÉ CLICK EN “DESCARGAR” # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with a question about how much time children spend on TikTok, setting the stage to address a parental concern about app usage. - 00:02–00:04 The ad transitions to highlighting that not all content on TikTok is fun and games, implying there's a darker side to the platform. - 00:05–00:07 It then explains how the algorithm can lead children to harmful content that affects their mental health. - 00:08–00:11 The ad illustrates that children can encounter tips about anxiety, disorders, and extreme diets, presented as reliable but without professional backing, highlighting the risks of misinformation. - 00:12–00:15 The ad continues by pointing out content that incites violence or dangerous behavior. - 00:16–00:19 The ad asserts that time limits are not enough to ensure safety, and it's not just about control. - 00:20–00:22 The ad pivots to asking how to better accompany children on the platform, seeking to engage parents in finding solutions. - 00:23–00:26 The ad ends with a call to action to download a family guide, positioning it as a resource for families.

# Ad summary This ad promotes an online course about gender violence on the internet. It explains how to identify it and how to act. # Brand positioning The ad does not explicitly specify the brand. However, based on the logo and content of the ad, the brand appears to be an organization focused on gender equality and combating online violence against women. The brand positions itself as an educational resource providing tools and knowledge to identify and address online gender-based violence. # Product The product being advertised is a free online certified course that provides the keys to identify gender violence on the internet and learn how to act against it. The course aims to educate users on how to improve security practices, how to report harmful content, and provides useful links and resources. The ad seeks to lower purchase barriers by emphasizing that the course is free. # Visual style The ad has a digital, informational style with a dark, distressed aesthetic. The editing consists of static shots and hard cuts between different information screens. The production quality is standard for social media ads, mixing text and visuals to convey information quickly. The pacing is moderate, with cuts timed to emphasize key points. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action ¡REGISTRATE AHORA! (Register Now!) # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03: The ad displays the title "Violencia de Género en Internet" (Gender Violence on the Internet) along with a button that says "Curso gratuito online certificado" (Free certified online course). This introduces the topic and promotes the course. - 00:03–00:07 00:03–00:07: The ad highlights the impact of online violence on real life, listing examples like cyberbullying, doxxing, sending or spreading images without consent, and hate messages. This sets the stage by addressing the severity of the issue. - 00:07–00:10 00:07–00:10: The ad shows that the course provides practical keys to know how to act against digital gender violence. It highlights different areas of the course like, how to improve security practices, how to report harmful content, and useful links and resources. It conveys that the course provides actionable solutions. - 00:10–00:13 00:10–00:13: The ad encourages viewers to register now and access the free certified course. The message is that the solution is simple and accessible by registering.