When the World Turns Upside Down

A film to flip our perspective on conflict for children

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There are more humanitarian emergencies going on around the world right now than at any other time in history. And whether it’s conflict, disease or natural disaster, it’s always children that are the hardest hit.

UNICEF wanted a way to talk about the sheer scale of the current crisis. Something that would unify their winter campaign activity behind a succinct and immediately understandable theme, with a highly shareable online video to accompany it.

‘When their world turns upside down’ was the metaphor we chose to sum it all up: the sudden change for the worse inflicted by conflict or disaster; the sudden sense of dislocation; the sudden, desperate need for help.

To lead the campaign, we created a video which took that metaphor to a literal extreme, using stories based on real children caught up in crisis, but helped by UNICEF.

And at the end of the video, viewers could click through to videos of these real stories which we had filmed in Jordan and Nepal.

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Client Unicef
Total Views 5.5M+
Petition Signatures 70K+
Media Coverage 70 pieces of coverage including front page of the Indepenent
Engagement Rate 4%
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