Amnesty International Australia Bequest Appeal


Our challenge was to deliver a bequest campaign that stood apart from the strong Amnesty International Australia brand and to inspire donors to make a lasting difference for people at risk.


The team at Amnesty International Australia were absolutely clear when they asked us to create their Bequest Appeal pack. They wanted to grab supporters’ attention with a look and feel that was on brand but totally different from any of their other collateral. Above all, our goal was to inspire, leaving donors feeling hopeful, positive – and determined to make a lasting difference.

Inspired by a quote from the case study, Atena Daemi, we urged donors to make human rights for all their ‘first and last’ wish. Throughout the pack, we balanced the urgency of the cause – ensuring that injustice will NEVER go unchallenged – with evidence of the powerful impact donors have through their support.


  • Concept development
  • Graphic design
  • Publications
  • Copywriting


Tone Studio

Amnesty Australia International Bequest pack fist illustration
Amnesty Australia International Bequest pack fist illustration

What our clients say

“Change & Co and Tone responded to our brief with creativity and genuine care in telling the very personal stories of the incredible human rights defenders featured in the pack. Comprehensive concept presentations, strong familiarity with brand guidelines, language and tone made for smooth creative collaboration and a successful end product that met our KPIs for new confirmed bequest supporters.“
Naomi Vaughan
Legacy Specialist, Amnesty International Australia