)( 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
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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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This is the story of how quick thinking — and even quicker creativity — turned what could’ve been a brand snub into a viral win, with almost no media spend.
When a major TikTok influencer, Pugliato, blurred the Ramo logo in an unboxing video to avoid “giving free publicity,” the audience didn’t let it slide. Fans instantly recognized the brand and called him out. Instead of ignoring the moment, Ramo jumped in, hijacked the conversation, and turned it into unprecedented organic engagement — proving once again why it’s one of Colombia’s most iconic and loved brands.
This is the story of how quick thinking — and even quicker creativity — turned what could’ve been a brand snub into a viral win, with almost no media spend.
When a major TikTok influencer, Pugliato, blurred the Ramo logo in an unboxing video to avoid “giving free publicity,” the audience didn’t let it slide. Fans instantly recognized the brand and called him out. Instead of ignoring the moment, Ramo jumped in, hijacked the conversation, and turned it into unprecedented organic engagement — proving once again why it’s one of Colombia’s most iconic and loved brands.
Told by
( Colombia )
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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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When we lose someone, their voice becomes one of the most powerful memories we hold. Listening to a voice note brings back presence, warmth, and the fear of losing it forever.
That’s why Victoria invited people to preserve the voices of those they miss. Through a WhatsApp submission, messages were remastered and saved in personalized Spotify playlists. Then came a final tribute: each voice was turned into a scannable necklace — a soundwave transformed into a wearable memory, delivered in a keepsake box crafted by Victoria.
In a country where remembrance is a celebration, Victoria transformed a digital habit into a new ritual of memory — one that is heartfelt, human, and lasting.
When we lose someone, their voice becomes one of the most powerful memories we hold. Listening to a voice note brings back presence, warmth, and the fear of losing it forever.
That’s why Victoria invited people to preserve the voices of those they miss. Through a WhatsApp submission, messages were remastered and saved in personalized Spotify playlists. Then came a final tribute: each voice was turned into a scannable necklace — a soundwave transformed into a wearable memory, delivered in a keepsake box crafted by Victoria.
In a country where remembrance is a celebration, Victoria transformed a digital habit into a new ritual of memory — one that is heartfelt, human, and lasting.
Told by
( Mexico )
