Pass It On: Save The Children’s New Viral Campaign Will Make You Want To Save The Children
It takes the second-a-day format, and flips it on its head.
Without wanting to get all Upworthy on you, this 94 second ad — produced by BAFTA-winning creative agency Don’t Panic — kind of hits the nail on the head, feels-wise.
The Save The Children awareness campaign was released overnight, in the lead-up to the third anniversary of the Syrian crisis — which has left over 100,000 people dead. The challenge was to tackle the apathy that comes with geographical distance, and capture the attention of those watching from the safety of their first-world offices and homes: “Just because it isn’t happening here doesn’t mean it isn’t happening.”
Don’t Panic used a tried-and-true viral formula — the second-a-day montage — to shocking effect. And it’s gotten close to two million views in the past 24 hours.
“It’s easy to forget that Syria was a middle income country, where children enjoyed the benefits of education, healthcare and the other basic rights our children take for granted—not to mention Facebook accounts, video games and youth culture,” said Save The Children’s director of communications, Jack Lundie. “We hope the video will resonate with the public, particularly those who don’t know much about the situation in Syria, and offer a new perspective on the devastating impact this conflict is having on innocent Syrian children.”