One of the most effective ways to get a message viral today is to host a TEDx event. Amnesty International could coordinate a TEDx event around the protection of Human Rights, and invite speakers such as Dorothy Parvaz, the Al-Jazeera journalist recently detained in Syria, to talk about their experiences when they faced human rights violations. The event could be held in a space linked itself to Human Rights violations - such as the Hanoi Hilton - to give participants the "feeling" of such a violation.
Three basic concepts are needed for this to be a successful campaign:
1) Powerful speakers who can tell the story of WHY Human Rights need to be observed.
2) Attendees who have large viral networks they can share with after the conference has concluded.
3) An appropriate location that takes this from being "just another conference" to a conference that leaves its participants with the same sensations that a victim of human rights abuse might feel.