17 Jun 2015

Video launch: We can save them

sculpture boy shadow shine light

Today sees the release of our latest video, for international humanitarian aid charity Human Appeal.

The video is part of a broader campaign to raise awareness of the variety of human rights abuses and humanitarian issues that Human Appeal seeks to redress.

The film has been launched to coincide with the start of Ramadan on Wednesday 17th June. The month of Ramadan is extremely important for charitable giving because, besides fasting, Muslims are expected to make contributions to charity during this period.

We worked with director and visual effects specialist Markus Lundqvist of production house Knucklehead to make this film that uses dramatic light effects to bring an ominous sculpture to life.

The sculpture was crafted by The Arch Model Studio in London, the same workshop responsible for the LEGO models in our viral hit for Greenpeace last year.

On directing the film, Markus said, “Working with a film with such a serious message about children in war zones has been a hard task to convey. Together I think we have completed a beautiful peace of work that shines through both the serious message and hope for a better future.”

girl boy running corridor

Our Creative Director, Richard Beer, said “Shadow sculptures make a powerful visual statement – most obviously with the shape they cast on the wall, but also by the elements that make up the sculpture itself. And, of course, they only make sense from a certain perspective.

“This film explores what exactly is casting this evocative shadow. Our sculpture represents many of the causes of child mortality around the world: not just the obvious war, famine and pestilence, but also less direct causes such as lack of education or being orphaned. When you stop to look at the issues from the right perspective, the scale of it all is terrifying. But with the right approach, and with enough people willing to do something about it, every single one of those deaths is preventable.

“We hope that our video inspires people to be the little girl: to go back and rescue those who have been left behind.”

Objects in the sculpture represent Human Appeal’s work in 25 countries across three continents:

unsafe water dripping tap

  • A family photo with the parents singed out represents the 132 million orphans worldwide[1]. Human Appeal donors currently sponsor 80,000 orphans around the world.
  • Broken syringes and rusty surgical tools signify the 400 million people without access to essential health services[2]. Human Appeal is in the process of establishing and equipping a maternal health centre in Satkhira district, Bangladesh, to benefit 2,000 poverty-stricken pregnant women in the area.
  • Insect-ridden food shows that 3 million young lives are lost unnecessarily each year through malnutrition[3]. Human Appeal has delivered over 10 million kilos of flour across Syria alone in the past two years, benefiting over 2.7 million people.
  • Dirty water dripping from a tap denotes that one in nine people are without access to clean water[4]. Human Appeal has built water purification plants in war-torn regions such as Palestine, providing 200,000 children with safe water as a result.
  • Weaponry and torn and soiled sheets reflect the situation of millions driven from their homes by conflict. Human Appeal has established a safe village for 100 displaced families in Aleppo in Syria, with plans to provide another this year.

Human Appeal has calculated that 6.3m children worldwide need saving. This refers to the World Health Organization’s figure on the number of children who die each year before the age of five, largely from preventable causes.

[1] Data: UNICEF
[2] Data: World Health Organisation
[3] Data: UNICEF
[4] Data: WHO/UNICEF