Case study
Amnesty International USA
Reviving the Media Awards to honor human rights reporting and a free press.
Link active · last checked September 22, 2026
The challenge
Following a decade-long hiatus, Amnesty International USA wanted to reintroduce their Media Awards, honoring the best in human rights reporting, the importance of a free press, and recognizing student journalists
The insight
Even with an established brand, the publicity strategy needs to respond to the present.
The solution
Last Word Communications tripled Media Awards applications through a strategic multi-platform social media campaign, targeted outreach to international journalists, and a celebratory event at New York City’s Crosby Hotel, hosted by The Daily Show’s Aasif Mandvi.
Services
- Audience Engagement
- Public Relations
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