The One Show
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Category
Social Engagement / User-Generated Content
Annual ID
OS_SM18047M
About the Work
The refugee crisis is in its 7th year. With media constantly showing pictures of derelict refugees, people have become de-sensitised to their plight*. In this climate of donor apathy, UNHCR needed to raise money for its Winter Assistance campaign. So we developed an idea to reframe the portrayal of refugees in the media. We approached Reddit, the online community where 8 million computer geeks use their creativity and Photoshop skills to change the context of an original image with dramatic re-creations. We shared an original image of Zahra, a six-year-old refugee, and asked Reddit to re-imagine what Zahra’s winter, and broader life, might be like if she wasn't a refugee. The re-created images struck a chord, motivating people to donate and turn the images into reality for Zahra. UNHCR managed to give more than 1600 families winter assistance, while also raising enough money to buy Zahra a new home.
2018 Awards
Total Points: 2
Merit
Credits
Agency
Ogilvy One / Dubai
Memac Ogilvy Dubai / Dubai
Production Company
Leap Studio / Dubai
Art Director
Ben Griffiths
Chief Creative Officer
Paul Shearer
Creative Director
Logan Allanson
Social Media Manager
Mouna Ghadban
Writer
Prajakta More
Creative Team
Taskeen Limalia
Muhammad Umair
Ahmed Elsherif
Ricardo Lins
Dylan Kidson
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