A public with crisis fatigue, and a real crisis buried in the 24/7 news cycle; the situation in the Horn of Africa had reached epidemic proportions. Famine, war, and drought have killed countless Africans already, and threaten the lives of millions more. The Ad Council asked us to create an awareness campaign that informed people about the facts and most importantly, got them to act fast.

The FWD logo does 3 things. First, it explains the nature of the crisis: Famine, War, and Drought. Second, it shows where it’s happening: in the Horn of Africa. And third, it’s a call to action to get people to spread the facts: FWD.

On the site and on Facebook, data visualisations illustrate the seriousness and scale of the crisis, helping people understand the facts. Celebrities and politicians got the word out in informational spots. FWD gives people the facts and encourages them to share with their social networks, and easily donate.

People everywhere rallied to the cause, forwarding the facts and donating. FWD got the attention of the White House, with President Obama committing $113 million in emergency relief. The famine has officially ended, but the crisis is far from over.