Title | THE MOST HUMAN INSTINCT |
Brand | UNICEF |
Product/Service | INFANT MORTALITY AWARENESS |
Category |
D01. Social Video |
Entrant
|
WEBER SHANDWICK London, UNITED KINGDOM
|
Idea Creation
|
WEBER SHANDWICK London, UNITED KINGDOM
|
Production
|
WEBER SHANDWICK London, UNITED KINGDOM
|
Additional Company
|
MILLENNIUM Aylesbury, UNITED KINGDOM
|
Credits
James Nester |
Weber Shandwick |
Executive Creative Director |
Luke Walker |
Weber Shandwick |
Creative Director |
Brigitta Szaszfai |
Weber Shandwick |
Producer |
Jason Noraika |
Weber Shandwick |
Head of Design |
Laetitia Laporte |
Weber Shandwick |
Senior Manager, Client Experience |
Rob Chan |
Weber Shandwick |
Senior Content Producer |
David Ranson |
Weber Shandwick |
Video Content Producer |
Brian Tjugum |
Weber Shandwick |
Managing Director |
Background
We are failing the world’s youngest citizens.
Although the world has made dramatic progress in reducing global rates of under-five child mortality, newborn deaths have declined at a slower pace.
A child’s birth and the 28 days that follow are the most dangerous period of her life. Almost half of all under-five children who died in 2016 were newborns.
These deaths are completely unnecessary. More than 80 per cent of all newborn deaths are caused by three preventable and treatable conditions: complications due to prematurity or during delivery, and infections like sepsis, meningitis and pneumonia.
But treatment and interventions are not reaching the mothers and children who need them most - the families who live in the most disadvantaged areas, enduring the harshest conditions.
UNICEF needed health ministers at the World Health Assembly to increase investment in quality healthcare for every mother and baby.
Describe the strategy
We needed to reach global decision makers attending the World Health Assembly and the public at large, to move the issue of infant mortality the agenda. To do that, we would stage a shareable social experiment at the very place they were gathering – the streets of Geneva.
The experiment would need to be provocative and highly emotional to properly engage viewers on social channels to sign an online petition which would be delivered to decision makers at the Assembly.
This petition would call upon world leaders to invest in quality healthcare for every mother and child, through a series of important programmes and initiatives around the world.
Describe the execution
Protecting babies is a basic human instinct.
So why aren’t we stopping to help the 7,000 newborns who die every day?
We'd raise this question with an extraordinary social experiment.
Partnering with a robotics company and multi-award winning special effects artists, we developed a hyper-realistic animatronic which looked, moved and cried just like a real newborn.
We placed our baby alone and seemingly abandoned on the streets of Geneva, where world leaders were gathering for the World Health Assembly.
Would people stop to help, if a vulnerable newborn was right in front of them?
The Most Human Instinct was aired on UNICEF’s Facebook, Instagram and Twitter channels during The World Health Assembly (21st – 26th May 2018). Both the social experiment and the film pointed viewers towards a petition, where members of the public could call on world leaders to provide affordable, quality health care for every mother and newborn.
List the results
The Most Human Instinct quickly became the most viewed and liked UNICEF Instagram post of all time and the first one to achieve over 100K likes. With £zero spent on paid media, the film received over 2.2 million views on Instagram with more than 200,000 likes - and over 8.8 million on Facebook (90% organic), with more than 700,000 reactions.
The Facebook video link had the highest conversion rate 67% of people who landed on the #EveryChildAlive microsite went on to sign the petition.
150,000 signatures of the petition were delivered to global decision makers at the World Health Assembly. Since then, governments have agrees to invest in life-saving programs for mums and babies.