In a country as fortunate as ours, Amnesty International is a movement understood and supported by only a small few. Simply put, people lack the context in their every day lives to fully appreciate that the freedoms we take for granted are conspicuous by their absence in other countries around the world. To increase awareness and support, Amnesty wanted to give New Zealanders a first-hand experience of life in countries where human rights aren’t afforded. We created Trial by Timeline – an application that interrogates your Facebook Timeline and shows you what your behaviour could have cost you in other countries just for being you and living your everyday life. This case study explains how a local campaign with no paid media support managed to reach an audience of over 15 million people.