Visualizing urgency and empathy through interactive storytelling

For Amnesty International’s Write for Rights campaign, I designed animations where scattered fragments move responsively with the user’s cursor, creating a sense of tension and immediacy. Using simple yet expressive typography and a clean layout, the design emphasizes the emotional narratives of human rights defenders, turning their stories into a compelling digital experience.

Project Goal

Encouraging immediate action and amplifying human rights stories

Write for Rights (W4R) is Amnesty International’s largest annual human rights campaign, held every December to commemorate Human Rights Day. Supporters around the world write letters to defend individuals who have suffered from human rights violations, leading to the release of wrongfully imprisoned people and raising global awareness. For this project, the goal was to communicate the urgency of participation while presenting each defender’s story with clarity and balance — ensuring that every voice is seen and heard.

Solution

Creating urgency and engagement through interactive storytelling

The main page features disappearing silhouettes of supporters, evoking a sense of tension and immediacy to encourage user participation. A right-aligned global navigation bar provides intuitive access to each defender’s story page, ensuring users can easily explore and connect with individual narratives within the campaign.

Solution

Recreating the act of writing letters in a digital space

To translate the physical experience of Write for Rights into the online environment, I designed an interactive flow where users could compose a digital letter by selecting prewritten phrases. This experience mirrors the campaign’s essence — turning empathy into action — allowing participants to feel directly involved in supporting human rights defenders through the simple act of writing.

Impact

Driving large-scale participation and tangible results

Through the website’s interactive experience, the campaign collected 35,401 letters in Korea. Over 90% of participants who requested the physical letter kit completed their submissions, and all distributed kits were fully utilized — demonstrating the campaign’s strong engagement and real-world impact.