2026 Winner

Each year, Amnesty International marks International Human Rights Day with Write for Rights, a global campaign that mobilizes people to send letters to individuals whose rights have been violated, and to the authorities responsible. The program had a strong track record, with more than 75% of supported cases resulting in release. But the impact of a single letter remained hard to grasp, making participation feel symbolic rather than consequential. To close that gap, the campaign turned past success into something people could see. Using archival moments of prisoners being released, the work recreated these images entirely through typography, each one meticulously produced on a typewriter and composed using excerpts from the very letters that contributed to their freedom. By relying on type as the singular medium, it reinforced the core idea: words themselves are the tool for change. The campaign extended beyond awareness, coinciding with real-world progress, including the release of activist Sonia Dahmani and renewed legal movement in the case of Juan López. The work gave people a clearer reason to participate, and a stronger belief that their words could carry weight.

Credits

AGENCY: Cossette
PRODUCTION HOUSE: Septième
MEDIA AGENCY: Cossette Media
CLIENT: Amnesty International

CHIEF CREATIVE OFFICER, COSSETTE EAST: Anne-Claude Chénier
CREATIVE DIRECTOR: Alexandre Jutras
COPYWRITING: François-Julien Rainville
ART DIRECTION: Philippe Leblanc
BUSINESS LEAD: Rachel Demers
ACCOUNT SUPERVISING: Laurence Campeau

ELECTRONIC PRODUCTION: Mélissa Audette
PRINT & DIGITAL PRODUCTION: Marie-Ève Thibodeau, Daniel Cartier
ILLUSTRATION: James Cook

MEDIA STRATEGY & ACTIVATION: Maude Larue, Maxence Hofman

CLIENTS: France-Isabelle Langlois, Gabrielle Pauzé, Josée Marie Robitaille