Cannes Lions

UN HUMANITARIAN PROJECT

RSA FILMS, New York / UNITED NATION / 2013

Case Film
Case Film

Overview

Entries

Credits

Overview

Description

Every year on August 19th, World Humanitarian Day recognizes those who

face danger and adversity to help others. August 19th is the anniversary of

the 2003 bombing of the United Nations headquarters in Baghdad, Iraq,

which killed 22 people.

Execution

As a celebration of all the humanitarian work across the globe, we produced a unique event featuring Beyoncé at the UN General Assembly in New York on August 10th to inspire people to leave their mark on the world.

Outcome

The campaign hit its goal of reaching 1 BILLION PEOPLE in the final 20

minutes on Aug. 19. The I Was Here website allowed participants to set a pin

on an interactive map to show others where they’re showing support and

what deed they’ll be doing. Nearly 15,000 pins had been posted within a

week.

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