As brands grow into £multi-million outfits, it can be easy to forget about the basics. So Amnesty International has produced a film explaining the basics about its origins and its purpose.

As a charity begins life it has to do an awful lot of pitching to gain support and momentum. It develops a mission statement and organisational values, it spreads the word of its aims and it markets the hell out of itself. But when a charity becomes more established, particularly on a global scale, it's easy to forget about the need to engage and re-engage on what our core purpose is.

Amnesty International's dramatic film, with the simple headline "What is Amnesty International", reminds us of the importance of the basics, and how effective it can be to return to them.

 

 

Every Friday civilsociety.co.uk features an innovative or effective use of film by a charity. If you would like to draw our attention to your charity's film, or even someone else's please email [email protected].