)( Overview )
Derechos con Voz (Rights with a Voice) is a campaign created by The Juju for Amnesty International, aimed at bringing its message closer to Latin America’s younger generations through music on TikTok and Instagram.
The initiative invited emerging artists to compose original songs — up to 60 seconds long — inspired by human rights, delivering the message through the formats, platforms, and language young people engage with today.
( Capabilities )
Strategic & creative thinking
Digital Innovation & Social Media Marketing
Community Engagement & Cultural Collaboration
Purpose-Driven Storytelling
(01)
(11)
Challenge
A significant percentage of young people in Latin America are showing a worrying affinity for authoritarian governments, especially when these promise order or economic benefits.
This is compounded by a lack of education around human rights, leaving these young people vulnerable to antidemocratic narratives and without the tools to question them.
Our approach
On December 10, 2023, marking the 75th anniversary of the Universal Declaration of Human Rights, we launched Rights with a Voice. Ten young artists from Mexico, Peru, and Argentina were invited to compose original songs on TikTok inspired by different human rights.
Each artist selected one of the 30 rights and encouraged other emerging musicians to join the movement using the hashtag #DerechosConVoz.
The campaign spread organically through the artists’ own communities, leveraging TikTok —the leading discovery channel for music among 16- to 24-year-olds— and extending to Instagram, where the conversation continued to grow
Impact
- Over 8 million people reached in just 2 months.
- 71 videos created (originals and covers).
- Engagement: 154% on TikTok / 102% on Instagram.
- More than 450,000 interactions generated through artists’ communities.
- Active participation across Mexico, Peru, Argentina, and Colombia.
- Amnesty International gained new young followers, positioning itself as a relevant voice among emerging audiences.
Work Library
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Understanding that music is key to connecting with young audiences, Cabify linked its mobility service with urban culture through Spotify playlists curated by artists like Trueno, María Becerra, and Paulo Londra. This way, every ride could turn into an immersive experience: hopping into a Cabify, hearing that song you love, relaxing as you watch the city go by, and even sharing the moment on social media.
Understanding that music is key to connecting with young audiences, Cabify linked its mobility service with urban culture through Spotify playlists curated by artists like Trueno, María Becerra, and Paulo Londra. This way, every ride could turn into an immersive experience: hopping into a Cabify, hearing that song you love, relaxing as you watch the city go by, and even sharing the moment on social media.
Told by
( Argentina )
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After stops in cities like Miami, Toronto, and Mexico City, On brought its signature nighttime relay, SquadRace, to Brazil for the first time, with ágora leading the local communications strategy.
Held on September 7th at São Paulo Expo, the event gathered 96 squads and over 1,500 runners. The challenge: introduce a new race format, grow brand awareness in a crowded market, and activate the local running community.
The race also marked the launch of On Brasil’s Instagram, adding a digital push to build a national audience from the ground up.
After stops in cities like Miami, Toronto, and Mexico City, On brought its signature nighttime relay, SquadRace, to Brazil for the first time, with ágora leading the local communications strategy.
Held on September 7th at São Paulo Expo, the event gathered 96 squads and over 1,500 runners. The challenge: introduce a new race format, grow brand awareness in a crowded market, and activate the local running community.
The race also marked the launch of On Brasil’s Instagram, adding a digital push to build a national audience from the ground up.
Told by
( Brazil )
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NotCo is a company on a clear mission: to reinvent the food industry, one bite at a time. Powered by Giuseppe, its proprietary AI, NotCo reimagines animal-based products using the finest plant-based ingredients, making them not only delicious but also far more sustainable than traditional alternatives.
NotCo is a company on a clear mission: to reinvent the food industry, one bite at a time. Powered by Giuseppe, its proprietary AI, NotCo reimagines animal-based products using the finest plant-based ingredients, making them not only delicious but also far more sustainable than traditional alternatives.
Told by
( Argentina )
( Mexico )
