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
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, WorldHumanitarianDay.org, where people can sign a UN petition asking world leaders to protect civilians caught in armed conflict.
Credits
- Date
- Aug 21, 2017
- Brand :
- United Nations
- Client :
- United Nations
- Agency :
- VMLY&R
- Sound Design :
- One Thousand Birds
- Post Production :
- Frame Store
- Interactive Production :
- Jam3
- Image Post Production :
- Lightfarm Studios
- Outdoor Media Company :
- ClearChannel
- 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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