We wanted to cut through the noise on Refugee Day and create a real sense of connection and empathy among our target audience, for children and their families forced to flee their homes. We wanted to take viewers through the sorts of pressurized, instaneous decisions people need to make when conflict comes knocking at their door. Ultimately, we also needed to create a product that our offices around the globe could use for advocacy, public engagement and/ or fundraising purposes.
A vertical video, which simulated a smartphone interface, was used to put the viewer directly in the shoes of a family forced to flee their home in Democratic Republic of Congo. The situation in DRC is difficult for many to imagine or relate to, but the smartphone format and features created a sense of familarity for the viewer (there are 3.5 billion smartphone users around the world) and encouraged empathy and understanding.
We used actors, stock footage and typical smartphone apps and features to create the video with our partners, Hashtag Our Stories. In order to get as many eyes on it as possible, we distributed the video via: