Emergency is an Italian NGO who owns a ship called "Life Support" to rescue migrants crossing the Mediterranean Sea and trying to reach Europe to save themselves from wars and poverty. So far, they have been saving 1200 people. But still, the public opinion is far away from supportive, and permissions from the government to start rescuing missions are hard to get. Their aim is to shift the public opinion bringing people’s priorities on human rights, and the right of every human to be saved when in danger, with a video created for social media and specifically intended to create conversation tackling the existing ones.

The film "Man at Sea" tells the story of a lifeguard who spots a man drowning in the sea and rushes to save him. Along his run, the lifeguard encounters beachgoers who urge him to give up. Strangely, these individuals express motivations similar to the clichéd and commonplace sentiments often heard in Italy regarding migrants.

The metaphor highlights how the words easily spoken by Italians about migrants, often from the comfort of their couches or bars, and very often shared on social media, are nonsense and contradictory to the basic human right and urge to save someone in danger.

The film was released on a double strategy: intercepting GenXers with far right political opinions, trying to change them and forcing them to share their thoughts on their favorite social media, and engage younger generations with a more inclusive stance in sharing the message with the audience.

The campaign was released during Christmas Time, a moment where social media are filled with positive messages of love and caring, breaking the conversation with an unexpected message: don’t stand by and watch.

The film was released primarily on Facebook and Instagram to grab the attention of the GenXers who might feel represented in the dialogues, soon becoming a conversation topic and being brought in political arenas, while GenZ influencers were spontaneously sharing the film on TikTok, amplifying the conversation and positive sentiment of their audience.

The film was shared by 22 of the major online newspapers in Italy, including Corriere, Repubblica and Il Sole 24 ore, reaching about 40 mln Italians, and brought in TV poltical debates as a conversation starter, such as Piazza Pulita. The topic regained relevance and volume in conversations on social media, with147k interactions on social media, for the whole month of January, crossing the borders of Italy, with the film re-shared by French, Spanish and SouthAmerican newspapers.