ABOUT
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.
AWARDS
OneShow
MADEIT CREDITS
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Save the ChildrenClient
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Dhruv WarriorCopywriter -
Harvey GeorgeArabic Copywriter -
Husam Abu SalhaPhotographer -
Ivan MilovanovicManaging Director -
Jumana SaadehProducer -
Kartik RajanCopywriter -
Prathyush KumarEditor -
Shubha BharillProducer -
VMLY&R AmmanAgency -
Emad KhayyatCreative Director -
Kapil BhimekarAssociate Creative Director -
Sambhav KhandelwalSenior Copywriter -
Kalpesh PatankarCCO -
VMLY&RAdvertising Agency -
Ivan BormaisterCreative -
The One Show