#IWELCOME - LIVE

Short List
Title#IWELCOME - LIVE
BrandAMNESTY INTERNATIONAL
Product/Service#IWELCOME
Category B12. Use of Social Platforms
Entrant DDB & TRIBAL Warsaw, POLAND
Idea Creation DDB & TRIBAL Warsaw, POLAND
Production PAPAYA FILMS Warsaw, POLAND
Credits
Name Company Position
Maciej Waligora DDB&tribal Warsaw Executive Creative Director
Zuzanna Duchniewska-Sobczak DDB&tribal Warsaw Executive Creative Director
Filip Berendt DDB&tribal Warsaw Senior Art Director
Kasper Bajon DDB&tribal Warsaw Copywriter
Kasia Seyfried DDB&tribal Warsaw Head of Creative Solutions
Kasia Wac DDB&tribal Warsaw Client Service Manager / Agency Producer
Bartosz Dombrowski Papaya Films Director
Kacper Sawicki, Pawel Bondarowicz Papaya Films Executive Producers
Tomek Kulesza Papaya Films Producer / Production Director London
Gabi Kołodko Papaya Films Project development
Marcin Trzepla DDB&tribal Warsaw Strategic Planner
Hannah Bowler Papaya Films Producer London
Harriet Rose Freelance Host London
LONDON: Host: Harriet Rose, DOP: Maja Zamojda, 1st Assistant Director: Luke Good Papaya Films LONDON: Host: Harriet Rose, DOP: Maja Zamojda, 1st Assistant Director: Luke Goodrich 2nd Assistant D
Dan Prior Quite Bright Films Director Nairobi
Darek Kozyra Papaya Films Producer Nairobi
Alex Coutts Quite Bright Films Producer Nairobi
Evans Gathoga Quite Bright Films Production Manager Nairobi
Daniel “Churchill” Ndambuki Freelance Host Nairobi
NAIROBI: Host: Daniel “Churchill” Ndambuki, DOP: Michael Chege, Technical Direct Quite Bright Films NAIROBI: Host: Daniel “Churchill” Ndambuki, DOP: Michael Chege, Technical Directors: David Johnson,
David Denneen Film Graphics Director Sydney
Nikki Hardy Film Graphics Producer Sydney
Natalie Tran Freelance Host Sydney
SYDNEY: Host: Natalie Tran, Editor: Charles Ivory Assistant Director: Toby Churc Film Graphics SYDNEY: Host: Natalie Tran, Editor: Charles Ivory Assistant Director: Toby Churchill-Brown Productio
Meteora Tantor Films Director Mexico City
Andres Herran Tantor Films Producer Mexico City
David Izguerra Tantor Films Production manager Mexico City
Tenoch Huerta Freelance Host Mexico City
MEXICO CITY: Host: Tenoch Huerta, DOP: Beto Casillas Camera Operator: Jonathan G Tantor Films MEXICO CITY: Host: Tenoch Huerta, DOP: Beto Casillas Camera Operator: Jonathan Garcia Camacho, Lesli
Enyi Nwosu / Marian Adjei / Lavinia Franzetti / Valentina Pacheco Mindshare Worldwide Mindshare Worldwide

Brief Explanation

The Look Beyond Borders film launched in May 2016 by Amnesty Poland was a viral sensation with over 1 billion views. However, some commented that the video was manipulative. This is why we launched the first global non-profit campaign LIVE taking the concept to the next stage by globalising it beyond Europe and live streaming the experiment directly onto Facebook Live from 4 global locations: Sydney, Mexico City, Nairobi, London, touched by a refugee problem. We wanted users all over the world experience live connection with refugees and show how strongly their human rights are under threat around the world.

The Campaign

The Look Beyond Borders film from experiment in Berlin launched in May 2016 by Amnesty Poland was a viral sensation with over 1 billion views. However, some commented that the video was manipulatively edited. That’s why we took the concept to the next stage. We launched the first global non-profit campaign LIVE and globalize it beyond Europe by live streaming it directly onto Facebook Live from 4 global locations: Sydney, Mexico City, Nairobi, London, touched by a refugee problem. Facebook Live became a perfect platform giving chance to experience live connection with refugees and understand how their human rights are under threat right now.

Creative Execution

24 hours before, our live campaign was promoted by a teaser video with footage from the Look Beyond Borders film to build intrigue in 15 countries. The experiment took place in a live setting, and the locals didn’t know that they are about to meet refugees – meaning that the online audience will see their emotional reactions. Communication started with live broadcast on Facebook Live from four cities in the world: Sydney, Nairobi, London, and Mexico City. The participants were to look each in the eyes for four minutes. It was inspired by an experiment that proved that 4-minute eye contact gets people closer to each other more than anything else. The experiment, broadcast live, was attended by people from Australia, Kenya, Great Britain, and Mexico as well as refugees from such countries as Ethiopia, Democratic Republic, Afghanistan or Syria.

#IWelcome campaign had two objectives. Firstly, to build awareness of the issue by engaging emotions and drawing attention to the fate of refugees and, secondly, to cause real financial support to flow to Amnesty International. And we managed to achieve both objectives during the campaign. In the first stage, we used videos and live broadcasting to reach nearly 8 million people across 15 countries, including 4 countries targeted directly with live broadcasting plus additional 11 neighbors – an extra goal of our communication. Thanks to this effort we improved awareness of the refugee issue worldwide. In the second stage, we focused on driving those people who have already engaged in the initial stage, so that they start contributing donations to Amnesty International. Our actions helped involve over 64 thousand people to take a pledge and support Amnesty International.

#IWelcome was the first global non–profit campaign LIVE and one of the biggest, most powerful and successful campaigns in history of Amnesty International. We thought of Facebook Live as a perfect platform to enable Facebook users directly access refugees and their stories. They could finally get a hands-on experience of everyday problems of refugees without any press or media with their often biased message in-between. They could directly witness the reality of resolving social conflicts, experience for themselves what Amnesty International members face and how close their work is to life and problems of each of us.

Insights, Strategy and the Idea

The main goal of the experiment was to engage a wider online audience in order to grow our membership and increase our human rights impact. We aimed to produce inspiring and emotionally engaging content that will lead people to sign our pledge action. We’re weren’t targeting, or trying to persuade, people who are openly hostile to Amnesty and refugees. Via Facebook Live we wanted to target Facebook users who are particularly open to the idea of welcoming refugees. People who aren’t opposed to Amnesty’s stance on the refugee crisis and may be willing to support or join us if communicated to in the right way. They may have shown interest in refugee content but aren’t already supporting us either financially or through taking action online.