Amnesty : Bulletproof

Objective

Amnesty International commissioned this mobile game to raise funds and awareness around capital punishment, coinciding with the organization's 50th anniversary. The campaign positioned game purchases as a direct financial contribution to help Amnesty remain independent.

Solution

Bulletproof is a tap-based arcade game for iOS where players must prevent bullets from hitting a man sentenced to death across 10 increasingly difficult levels. Available for $0.99 in five languages, the game distributed revenue with 70% of proceeds going directly to Amnesty International. Players could subscribe to Amnesty's newsletter within the game menu. The campaign was developed by Mobigame (creators of the game Edge) and marketed by French agency La Chose, with a dedicated website (bulletproof.amnesty.fr) tracking weekly download updates and enabling social sharing via Facebook.

Results

Not published.