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2016 One Show - Social Media

#ShareHumanity

Agency Ogilvy / New York

Client United Nations
BACK TO RESULTS

Annual ID

SM16047M

About the Work

How do you get a young audience focused on the Kardashians to embrace their humanity as global citizens and to care about crises half a world away? To tackle this, we built the world’s first tool enabling people to donate their social newsfeeds for a day, posting one of seventeen inspiring stories of resilience made up of a full stream of social content. A check-in from Syria, a status response from Nepal. The final post revealed the real person behind the story and also invited friends and followers to donate their feeds. We partnered with influential “social celebrities” to launch #ShareHumanity and encourage their followings to give a voice to the voiceless. Through a network effect, hundreds of thousands of posts were shared getting the word out about World Humanitarian Day, driving Millennial support and press coverage for the cause.