The Most Shocking Second A Day - Don't Panic Online Marketing Campaign
Save The Children

Most Shocking Second a Day

We made the Syrian crisis hit home

Save the Children wanted to find a way to stop the war in Syria being ignored.

  • Challenge

    Western Perceptions of the war in Syria were veering between apathy and hostility, rather than sympathy and understanding.

  • Insight

    With an ocean between us and the Syrian crisis, it could feel easy to brush aside and difficult to relate to. But what if it was brought home to our shores?

  • Solution

    We used a popular and relevant format to engage ABC1 mums, and recreate the Syrian crisis in a painfully familiar setting. The campaign struck an international chord, becoming the most successful charity film of all time.


  • 150m
  • 2.5m
  • 93%
    uplift in fundraising during the campaign

In the Press

What they said

A new commercial from Save the Children aims to remind people that the violence happening in Syria is very real.”


THIS shocking video imagines the nightmare a British child would experience if war hit our shores”