EDUCATION FOR REFUGEES
A world without education is unimaginable - but this is the world that over 3.6 million refugee children are living in right now. To make audiences relate to the issue, we took ordinary people of all levels of education and hypnotised them to lose their basic reading, writing and counting skills.
CAMPAIGN: EDUCATION FOR REFUGEES
AGENCY: DON'T PANIC LONDON
ROLE: LEAD CREATIVE
The video aired a week before the UN summit and had a huge impact, rapidly gaining nearly 4 million views. It compelled 50,000 people to sign a petition that would put education at the heart of the conversation at the summit - knocking all KPIs out of the water within the first 12 hours of going live. World leaders took note and have pledged to get 1 million more refugee children back to school. An incredible first step.
Over 4 million cumulative views
Video shared over 17k shares across Facebook & Twitter
50k+ petition signatures
Widely covered by the likes of The Independent, Mashable and The Drum, and many others, including a notable share from Sacha Baron Cohen.
I was integral to this campaign from the initial brainstorm, right through to the final edit and video amplification. Along with the creative team at Don't Panic, I came up with the idea, helped pitch it to the client, interviewed production houses and directors, attended the casting sessions and the shoot days, and played a key role in the editing process.