FUNDRAISING IMPACT THROUGH CREATIVITY

Team Tom Beech Jessica Pecar

Anouska Teunen

Amnesty International Australia

Amnesty International Australia’s “Relentless” Tax Appeal

Jalt Clayton Thomas Jasmine Coronado

Amnesty International Australia’s Tax appeal was vital to their 2022 fundraising success and made a significant contribution to the organisational strategy and goals. Their vision for 2025 is to advance human rights to make sure the rights of every single person are protected.

With the war in Ukraine, the looming Australian Federal Election, and with World Refugee Day on 20 June, this was a critical opportunity to launch an appeal to shine a light on the injustice experienced by refugees and people seeking asylum, both in Australia and globally.

The proposition for the appeal was: The relentless rejection, fear and abuse refugees and people seeking asylum face can end with you. But only when you are relentless in your belief in doing what is right. The creative concept brought this to life by focusing on the two-fold meaning of the word ‘relentless’ - the relentless, heartbreaking experience of a refugee and the relentless attitudes of Amnesty’s incredible supporters in their fight against injustice. They used direct mail and digital channels to provide donors and the public with an integrated experience and rich storytelling through use of quotes and portrait and editorial imagery. In addition to a fundraising goal of $675,000, they were able to use this critical timing to build people power and support for refugees.

then they threatened to kill me and my family. My mother said to me, don’t say anything, or you will be killed. That’s when knew had to leave. didn’t want to put my parents at risk,

I’ve been through many difficulties

I’ve seen unimaginable things

But that suffering

Provided me the opportunity

To meet some wonderful caring people

Who saved my life and helped me to be alive

I wanna say thank you

For all your favour and goodness.

Love had to leave and had to save my life but ended up a prisoner once arrived in Australia.”

Q: IT’S A QUESTION YOU’VE ASKED YOURSELF A NUMBER OF TIMES, BUT WHY AUSTRALIA?

A: “Well, just heard that Australia is safe – if tell my story to the government, they will help me because they are not bad. The government is different from the Iranian government. And anywhere else, said, anywhere else, if tell my story, they would help me. survived. came to Australia. thought that moment when they came to us, thought it’s going to be the best moment in my life.”

Q: INSTEAD, YOU ENDED UP IN MANUS ISLAND IN PAPUA NEW GUINEA, AND THEN AT THE MANTRA AND PARK HOTELS. WHAT COULD YOU SHARE ABOUT YOUR TIME IN DETENTION?

A: “It was designed to target my resilience. It was designed to torture me and made me crazy so that cannot remember anything and couldn’t get back to my homeland. got sick so much. got asthma, got PTSD. got lots of mental problems. And still these problems are not finished. They don’t want to sort it out… but am human, don’t want to give up.”

Q: WHAT WERE THE CONDITIONS LIKE FOR YOU THERE [IN MANUS ISLAND]?

A: “Well, the situation on Manus was much worse than anyone can imagine. It was