In 2014, we released Most Shocking Second a Day, a film which brought home the reality of life in a country wracked with conflict, like Syria. It was a reminder that just because the horror isn't happening here, it doesn't mean it isn't happening.

Our new film picked up where the last left off, following the story of Lily as she is driven by violence from her new home in a camp for internally displaced refugees, making the harrowing journey across the Channel in a dangerously unsafe boat and fighting to survive in a hostile Europe

Inspired by real stories, we hoped reignite empathy with the current situation. These included the horrific image of Alan Kurdi on the beach, the reporter tripping up a man with his child as well as more general imagery such as the sea crossings, border fencing and squalid camps that came to define the crisis.

Employing an earned, paid and owned media strategy, the film was initially launched on May 9th across digital channels including YouTube, Facebook, Twitter and Instagram.

The accompanying press release sold in the shocking news story that a total 325,000 children have now crossed the Mediterranean and Aegean sea in search for a safer life.

Highlights of coverage included the film featuring on ‘Sky’ and ‘Channel 5’ news whilst it was also uploaded natively to the ‘Independent’ and ‘Upworthy’ Facebook channels. Whilst as part of our strategy to engage a younger Gen Z audience, the film was featured on the extremely popular ‘Reaction Time’ YouTube channel.

Following the film’s success online it was subsequently rolled out across cinemas nationwide reaching new audiences whilst re-engaging those who had seen it online.

The film drew 18 million+ views across all channels and generated 80+ pieces of coverage (incl. Sky News, Channel 5, Guardian, Telegraph, Independent, HuffPost, Metro). In the launch week, cash donations to the site increased by 93%. PayPal donations increased by 143% and regular giving revenue increased by 25%, in the first week. Alongside this, 2,855 people signed the petition for a New Deal for Child Refugees. On launch day, STC gained the most net likes to their FB page since records began with 3,097 likes.