Freeing itself from the shackles of traditional communication, Amnesty International has produced a video summary of its activities to launch its annual report.

Amnesty International is the world's leading human rights organisation. With over 2.2 million members, it is operates loosely at an international level, overseeing 89 national divisions. Responsible for saving countless lives throughout the world, it received the Nobel Peace Prize in 1977.

But because its members are young, tech-savvy, affluent and middle class, Amnesty constantly looks for new ways to reach out to them – which is why yesterday, 27 May, it launched its annual report using online video. View it here: 

The annual report itself is an impressively-designed HTML site in its own right. http://thereport.amnesty.org

The Australian division of Amnesty International has shown even more innovation, posting the video onto its Facebook profile at http://tr.im/mDaI. With 1,366 people having already signed up to its page, this seems an ideal way to reach them.