The UN Is Using Facebook's Augmented Reality Tool to Let Aid Workers Tell Their Stories

Powerful Campaign by VML Highlights Civilians in Armed Conflict

Published On
Aug 21, 2017

Editor's Pick

A powerful new campaign for the United Nations is harnessing Facebook's recently-launched Camera Effects Studio tool to let civilians and humanitarian workers in conflict zones tell their story direct to the audience.

The "Not a Target" campaign, by VML, uses Facebook Live and the Camera Effects tool (which lets users add filters and augmented reality features) as an interactive teleprompter, allowing people such as doctors and aid workers to record and share their on-the-ground stories -- which are often harsh and shocking -- straight to camera. As they speak, the text of the words scrolls down the screen in front of them.

The target audience of this technology-led approach is millennials, whom the UN aims to to educate and engage to push for change. The campaign launched on Saturday (Aug. 19), World Humanitarian Day, with some of the clips being featured on digital billboards in New York's Times Square. It also includes a TV and online film, seen here, that features clips of words spoken by different civilians in conflict zones accompanied by some powerful black and white reportage.

All activity will drive viewers to a website,, where people can sign a UN petition asking world leaders to protect civilians caught in armed conflict.


Aug 21, 2017
Brand :
United Nations
Client :
United Nations
Agency :
Sound Design :
One Thousand Birds
Post Production :
Frame Store
Interactive Production :
Image Post Production :
Lightfarm Studios
Outdoor Media Company :
Partner :
Head of Campaign :
Maria-Angie Vassallo
Advocacy and Campaigns Officer :
Karim Saba
Digital Campaigns Officer :
Sara Gilbertz
Global Chief Creative Officer :
Debbi Vandeven
Chief Creative Officer :
Mike Wente
Executive Director :
Chris Furse
Group Creative Director :
Harsh Kapadia
Managing Director, Creative Technology :
Craig Elimeliah
Group Creative Director :
Silmo Bonomi
Account Director :
Kate Boccio
Senior Project Manager :
Cynthia Lin
Associate Creative Director :
Gabriel Jardim
Associate Creative Director :
Guto Monteiro
Copywriter :
Guto Monteiro
Art Director :
Gabriel Jardim
Art Director :
Duri Lim
Copywriter :
Sarah Bass
Copywriter :
Mike Breighner
Senior Art Director :
Elliot Graham
Associate Copywriter :
Rich Whelchel
Senior Motion Graphic Designer :
Ryan Mauro
Associate Planning Director :
Tarini Shrikhande
Senior Producer :
Tamara Lund
Account Manager :
Charlotte Ford
UX Designer :
Hunter Eshelman
Director, Technology :
Josh Wolf
Producer :
Anthony Ramirez
Associate Channel Director :
Kate Wadkins
Senior Channel Manager :
Yael Brayer
Channel Director :
Nick Centofante
Associate Channel Director :
Eva Kuczynski
Channel Manager :
Erin Reed
Creative Director :
Martin Lazaro
Lead Composite :
Martin Lazaro
Visual Effects Producer :
Sophie Harrison
Compositor :
Greg Gaskins
Compositor :
Liz Yang
Compositor :
Jose Arauz
Compositor :
Elaina Brillantes
Music Composer :
Conor Rayne
Lead Sound Designer :
Calvin Pia
Mixer :
Calvin Pia
Sound Designer :
Andrew Tracy
Mixer :
Andrew Tracy
Founder :
Andrew Tracy
Sound Designer :
Torin Geller
Producer :
Kira MacKnight
Product Lead :
Chris Jones
Executive Creative Director :
Adrian Belina
Creative Director :
Dirk Van Ginkel
Producer :
Britney Sirianni
Lead Developer :
Jonathan McKinnell
Designer :
Sonia Bashash
Developer :
Rafi George
Technical Director :
Aaron Morris
Associate Director :
Alex Irwin
Photographer :
Cengiz Yar
Photographer :
Giles Clarke
Photographer :
Saara MansikkamaKi
Photographer :
Nazeer Al-Khatib
Photographer :
Marko Kokic
Photographer :
Sameer Al-Doumy
Photographer :
Lynsey Addario
Retouching :
Lightfarm Studios
Vice President, National Client Partnership :
Eelain Steketee
International Key Account Manager :
Sean Everett
Senior Vice President :
Heidi Donato
Media Strategist :
Heidi Donato
Executive Vice President, US Commercial Director :
Liz Beck
Vice President :
Jessica Nelson
Account Supervisor :
Mellissa Dorman

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