Amnesty International Vlaanderen and iO put a human face on hope with ‘the power of the people’  

Love. Hope. Humanity. With those three words, blended agency iO and Amnesty International Vlaanderen perfectly describe the most powerful weapons to liberate human rights activists. It’s the message of a new TV advert with, among others, images of victims reuniting with their families after years of unlawful incarceration.

With ‘the power of the people’, Amnesty International Vlaanderen and iO decided on a positive message – one of hope. No harrowing scenes but hopeful moments of intense happiness, such as people finally embracing their loved ones after years of imprisonment.  

Authentic imagery 

You’ll recognise Belgian aid provider Olivier Vandecasteele after 15 years in an Iranian prison cell. You will also see workers of SOS MEDITERRANÉE, an NGO fighting for the rescue of boat refugees, and the homecoming of Salvadorian Teodora del Carmen Vásquez. She was convicted to 30 years in prison for “murder” after having a stillborn. 

In these reunions, the power of the people takes centre stage. The incessant campaigning by, among others, Amnesty International Vlaanderen made these moments possible. For the montage of this advert, blended agency iO worked with the experienced war correspondent and filmmaker Daniel Demoustier.   

Every year, VRT donates airtime on the radio or TV to an NGO with a powerful story. With the Power of the People, Amnesty International Vlaanderen managed to convince the jury. The 30-second advert will be broadcast on prime-time television (on VRT 1) for a week, starting April 29th.