Amnesty International USA
(http://www.amnesty.org)
An internationally respected organization
with more than one million members, Amnesty International
monitors governmental practices and mobilizes action
to address human rights violations worldwide.
Amnesty International USA (AIUSA) sought
to plan and execute a wide-ranging 12-month
human rights campaign focused on U.S. policies and actions.
AIUSA had documented practices that included police brutality,
abuse of women in prison, unwarranted use of stun technology, abuse
of juveniles in detention, and mistreatment of asylum seekers.
When the international organization
published the report Rights for
All on United States
human rights violations in 1998, AIUSA was granted
then-unprecedented authority to launch an in-country
campaign.
Skilled in message development, McKinney & Associates envisioned the entire campaign rollout and crafted the theme, Human
Rights Are Not Just a Foreign Affair.
The campaign featured human rights
champion Muhammad Ali as spokesperson. The firm's activities
included staging major media events; coordinating media
outreach; and conceiving and executing an ad campaign
and video news release focused on stun technology.
In addition to coordinating the national launch of Rights
for All,
McKPR managed the release of a series of successive reports that
focused on juvenile justice, women in prison, police brutality,
and the use of stun technology.
McKPR's story placements during the life of the campaign
were widespread, encompassing virtually every major print
daily and network television station. Coverage appeared
in the New
York Times, Washington Post, USA Today, Associated Press,
CBS Evening News, 60 Minutes, ABC World News Tonight,
NBC Dateline, Black Entertainment Television and NPR.
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