NOTICE

The file is temporarily not accessible. Please try later!

NOTICE

The current file is MB in size and your download remaining (MB) is not sufficient.

Your monthly download limit(150MB) will reset 12:01 a.m. GMT on the 1st of each month.

NOTICE

Considering bandwidth cost, WELOVEAD provides limited free download service.

Please notice the following before downloading the file.

Befor Download MB
File size MB
After download MB

NOTICE

Due to busy traffic of our server for this moment, please wait seconds before you are able to download again.

Not A Target

basics
Industry: Public interest & Non-profit
Media:Cyber
Market:United States
Style: Minimalism
descriptioncnen
Synopsis
Civilians in conflict areas often become victims of war, even when they are not directly targeted. And, because these victim’s stories are underserved by the media, they are forgotten; their stories often never heard. To shine a light on the critical plight of civilians in conflict, the United Nations (UN) organizes World Humanitarian Day (WHD) every year. In the days before and on WHD 2017, the UN wanted to raise awareness of the plight of these civilians in conflict areas and urge global citizens to influence their governments to act. This push for action was critical — the UN has previously tracked global policy change back to grassroots movements. To push for policy change, the UN needed people to act on behalf of civilian victims in conflict zones.
Strategy
To make the impact of conflict relevant and simple to rally against, we took inspiration from behaviors that our audience —digitally savvy citizens of developed countries — would be comfortable with. We knew they were highly active on social media apps and were not shy about posting their faces or voicing their opinions online. And we also understood that encouraging our audiences to tell stories of conflict would be far more effective than if the UN told the same stories. The post urged Facebook users to spread the message by creating their own videos, while parallel paid posts exposed users with a direct link to the petition, where they could sign their name. The entire experience was contained within the Facebook platform to allow a seamless transition between seeing a Not A Target post and signing the petition.
Relevancy
The campaign harnessed the power of a medium global citizens know well to deliver our message. Through a custom Facebook Camera Effect, we compelled people to share stories of civilians in need with their Facebook friends. Because the filter was developed for Facebook Live, videos began to stream right away, rather than giving users time to change their minds. The result was that users’ personal acquaintances appeared in their feed, narrating horrific stories of civilians as if experiencing it firsthand, and compelling them to share the message–more powerfully than if it had come from the UN alone.
Outcome
The campaign collectively generated 2.5 million total social media engagements in just one week, with 222,000 conversations about the cause and how critical it is for the UN to effect change. Lastly, while the Live Camera Effect filter focused on new video generation and not on petition signatures, the UN still gathered close to 27,000 petition signatures from global citizens to present to UN stakeholders.
Execution
The Not A Target filter went live on Facebook 24 hours before World Humanitarian Day. The UN officially kicked off the initiative by posting a video of then-UN Under-Secretary General of Humanitarian Affairs Stephen O’Brien reading a story of conflict via the teleprompter. The Facebook video urged users to create their own message and in parallel, paid posts targeted users with a direct link to act and sign a petition. The largest push of the campaign was during World Humanitarian Day and the following day, where we optimized posts for engagement and shared UGC videos that used the Not A Target filter on the UN Facebook page. The entire experience was contained within the Facebook platform to create a seamless transition between seeing a UGC Not A Target filter post and creating your own.
CampaignDescription
To get as many people as possible to connect with the cause, we created a familiar way for them to lend their voices to stories of real civilians in conflict. Working closely with Facebook, we created the very first Live Camera Effect filter that acted as a teleprompter feeding in real stories of victims for global users to tell and share. At launch, Facebook users could easily activate the filter, which applied our campaign effect and then instructed them to read a script of a real firsthand account of a civilians in conflict. The filter was developed specifically for Facebook Live so that the video would begin to stream immediately upon recording, capturing real reactions from our storytellers. The last line of the teleprompter summarized the cause clearly explaining the campaign’s mission. We then prompted viewers to record their own, creating a wider network of global citizens spreading the word.
credit
Brand:
Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Brand Experience & Activation
Use of Mobile & Devices
Latest Updated
Loading...
Sponsor