The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Print

The Last Possessions

Agency VMLY&R / Dubai + VMLY&R / Amman

Client Save the Children
BACK TO RESULTS

Annual ID

OS22_PT011S

About the Work

The war in Syria has displaced over 8.4 million people, making it a human crisis second only to World War 2. But every news about it becomes a passing headline day after day. People are experiencing compassion fatigue that makes them indifferent towards the crisis. Save The Children wanted people to understand what it feels to be forced out of your home. We created “The Last Possessions”. A book that tells the stories of refugee children through the very last object they fled with. Israa’s pocket mirror, Fahid’s fidget spinner, Amjad’s flute. 25 possessions that carry unfortunate tales of escape, memories of loved ones and the only hope for survival, were written in Haiku poetry. Through the book, we auctioned their ‘Last possessions’ with a twist, where people were invited to bid but encouraged to donate and help the children keep their Last Possessions. The Last Possessions recreated empathy for refugee children, encouraging e-book downloads in 46 countries and generating a 27% rise in donations. Every single donation was a promise to give the refugee children a new life. Without a single possession leaving its rightful owner, we brought attention to a crisis the world had forgotten. https://www.thelastpossessions.org