Digital agency Essence ( has been appointed by Amnesty International to design and build a YouTube channel ( to support the charity’s collaborative activity with Gael García Bernal.

The YouTube channel will allow users to explore The Invisibles – four short films documenting the hardships suffered by immigrants travelling across Mexico, García Bernal’s home country. Essence has designed the channel to encourage viewers to email the Mexican Government to take action against the foul treatment of migrants in the country.

Amnesty International’s YouTube channel has been developed by Essence to include a custom, bespoke flash video player which will allow users to become immersed in the content. The channel also displays real-time Tweets associated with the campaign to spur participation in debate and word of mouth through other social networking share tools.

As a global project, the YouTube channel is expected to attract a large proportion of English and Spanish users and Essence has localised the channel to cater to both languages.

THE INVISIBLES is part of an ongoing campaign by Amnesty International to improve protection for migrants in Mexico. As a first step towards demonstrating its stated commitment to address the human rights crisis facing Mexico’s invisible victims, the Mexican government needs to collect and publish nationwide data on abuses against migrants and on the action taken to hold those responsible to account.

The premiere of THE INVISIBLES will be held in Mexico City on 8 November to coincide with the start of the 2010 Global Forum on Migration and Development (GFMD) in Puerto Vallarta, Mexico. The four short films include: Seaworld, Six Out of Ten, What Remains and GOAL.

Dated 16/11/2010


Essence is an award winning digital agency based in London and delivering work for clients across Europe and beyond. With clients such as Google, Expedia and eBay, Essence delivers media, creative and technical solutions to leaders in the digital space. In 2009, the agency was announced as eConsultancy’s Most Innovative Digital Agency ( and in 2010 it was crowned Media Agency of the Year at the NMA Effectiveness Awards ( The agency won the highly coveted Revolution Special Award for Innovation in April 2010 and in May, Essence featured in the top 20 in Europe’s Fastest Growing Larger Digital Media Companies at the Media Momentum Awards 2010. Most recently, the digital agency reached position 63 in The Sunday Times Tech Track 100 (

Published on: 5:36PM on 16th November 2010