The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

Learn more about The One Show 2026

About

See the Jury

Jury Presidents

View Categories

Get Tickets

2017 One Show - Social Media

Outrage Is Not Enough

Agency Ogilvy & Mather / London

Client Amnesty International
BACK TO RESULTS

You have exceeded your allotted number of views.

For full access to our extensive awards archive

Members Login Here

Annual ID

OS_SM17059M

About the Work

Everyday thousands of people around the world tweet their outrage at the growing refugee crisis, yet very few do anything about it. We created the “Outrage is Not Enough” campaign, turning people who care into people who do. A world first, we filmed real time personalised messages from refugees in camps, directly replying to tweets voicing outrage within hours of the tweet being posted. Viewers were then directed to an Amnesty International petition that has been submitted to the UN. It will pressure world leaders to take their fair share of refugees. Since the launch of the campaign on February 1st, and with no paid media, 188,920,937 unique users have been reached, with coverage in multiple publications like The Telegraph and the Evening Standard. Total social media reach stands at 4,313,417 and growing. The petition garnered 850,000 signatures.