Call to action from Amnesty : ‘On 10 December 2011, Human Rights Day, Amnesty International is shining a light on individuals whose human rights are violated and bringing hundreds of thousands of people together to take action on their behalf. Write a letter, send an SMS message or take action online and join thousands of activists in demanding that the rights of these individuals and communities are upheld. Together we can bring about a real change in people’s lives.’


To produce a 60 second film to promote Amnesty’s shine the light and letter marathon campaigns. Create a concept that raises awareness for both these global issues and attract audiences to actively engage in the campaigns.


We proposed five concepts for the film, developed two of them, and worked with Amnesty to fine tune a solid treatment for the chosen route. Our aim was to push for a very strong concept, and be equally as powerful with it’s visualisation. We persuaded Amnesty to be ambitious and managed to bring incredible production values to the project, considering the low budget.


Jablon Productions produced a powerful video to promote the concept of our 2011 annual letter writing marathon which sees Amnesty International members all over the world taking action for individuals at risk writing letters and signing petitions addressed at various heads of state. Toma Jablon’s work played an important part in this campaign, using video to inspire people to take action through the power of a letter. We passed the one million letters mark in 2011 (1,376,492), making it a new record (2010 saw 700,000 letters) – and we know the power of the promo helped make the difference.

The film proved very popular as a campaigning tool with Amnesty International offices around the world and was re-versioned in more than 20 languages, such was the demand for its use.

AV Production Team, AMNESTY INT IS office, London

More of our films for Amnesty

Amnesty International_Shine A Light campaign

Credit List:

Client:                              Amnesty International Secretariat, London WC1

Production Company:  Jablon Productions
Creative Concept:          Toma Jablon
Producer:                        Kristin Rathje
Director:                          Toma Jablon
Associate Producer:      Elin Clements
Production Assistant:   Tamara Downer
First AD:                          Kerry Green
DOP:                                 David Raedeker
Focus Puller:                   Hopi Dimattio
DIT:                                   Daniel Evans
Grip:                                  Phil Murray
Gaffer:                               Andy Lowe
Electrician:                       Jenny Dyson
Set Designer:                   Malin Lindholm
Art Dep Ass:                     Stuart Mackay
Hair & Make Up:             Nikki Palmer
Runner:                             Jim Nilsson
Runner:                             Alexandra Graves

Cast:                                   Laila Alj
Agent:                                Red Hot Entertainment

Camera Equipment:       Movietech (Jeremy)
Lighting Equipment:      Panalux (Ole)

Post production:
Editing:                              Toma Jablon
Grading:                             Toma Jablon
Flame Ops:                        Mike Skrgatic and James Allen (Time Based Arts)

Sound Composer:             Jean Gabriel Becker (Sound And Sons)