Es un cambio radical: Campaign to Position Climate Displacement as a Human Rights Crisis
Amnesty International Americas
Country (ies): México
Scope: Centroamérica | Proyección global
Year: 2023
01
CONTEXT
In Central America, the climate crisis is intensifying the loss of livelihoods, disasters, and risks that push entire communities to displace. However, much of the public and political debate continued to treat migration as a problem of "control" or "security," disconnected from its structural causes.
Within this framework, Amnesty International (Americas) launched its research on climate displacement and needed a campaign to position the issue for what it is: a human rights crisis that demands a shift in migration policies.
02
CHALLENGE
Achieving a framing shift in a highly polarized conversation: moving the debate from "migration management" to state responsibility, protection, and rights, connecting the report's evidence with a mobilizing narrative capable of resonating with public audiences, media, and decision-makers.
03
SOLUTION
Contributions were made to the conceptualization and creative execution of the “Es un cambio radical” campaign, activated on October 24, 2023, for the International Day of Climate Action, serving as a comprehensive advocacy device (message + identity + content):
- Narrative direction and framing: Building the central concept to link climate → displacement → rights, using clear political language adaptable to multiple audiences.
- Campaign image and visual identity: Developing the graphic line and visual system to sustain consistency, recognition, and scalability across digital channels.
- Social media content kit: Designing editable templates and ready-to-publish formats, facilitating editorial rhythm and message coherence.
- Audiovisual production: Creating videos geared toward amplification and public understanding, translating the report's evidence into high-impact narrative pieces.
04
IMPACT
The campaign established a clearer framework: climate displacement is not an isolated "migration" issue, but a direct consequence of the climate crisis that must be addressed through a human rights lens.
- Framing leap: From "migration as a problem" to "protection and rights in the face of climate impacts," elevating the legitimacy of the debate.
- Campaign ecosystem ready to scale: Identity and templates that sustain continuity and allow for content multiplication without losing consistency.
- Translation of evidence into public message: The report became communicable and actionable, avoiding a purely technical or opinion-based discussion.
