Reimagine Zahra's World
Fundraising Campaign for UNHCR
Issue 44 | September 2017
Agency
OgilvyOne Dubai
Creative Team
Chief Creative Officer Paul Shearer Executive Creative Director Logan Allanson Head of Art Ben Griffiths Copywriter Prajakta More
Production Team
Project Support Red Rhoderick, Mark Cruzem, Muhammad Umair, Mouna Ghadban, Ahmed Elsherif
Other Credits
UNHCR Team Omer Elnaiem, Aya El Hibri, Siham Salim Elnajmi, Raefah Makki Designers Tamer Samy, Karim Mahmou, Saleh Adly from the Leap Studios, Cairo
Date
December 2016
Background
Refugee stories were everywhere in media. But a study by Brad J. Bushman of the University of Michigan and Craig A. Anderson of Iowa State University proved that over-exposure to violent images actually reduced aid offered as people became 'comfortably numb' to the pain and suffering of others.
With the refugee crisis in the Middle East in its seventh year and donor apathy rising, what could be done?
Idea
The Reddit community was famous for its Photoshop Battles. Over eight million strong, geeks used their creativity and Photoshop skills to change the context of an original image. The rules of the Photoshop Battle were simple: it started with an image, be it of a cat or a presidential candidate, and ended with many recreated images. Often to a dramatic effect! This time, the community was asked to embark on a one-of-a-kind Photoshop battle.
Reddit was asked to reimagine Zahra's world and thus the Ultimate Photoshop 'Battle for Good' was created.
People joined the conversation on Facebook, getting more people to reimagine Zahra's world and share the image.
Results
In all, 705,691 people created images of Zahra.
The Voices page of the UNCHR asked people to donate money in order to turn the imagined images into reality. Sufficient funds to make an impactful change on the lives of Zahra and her family were raised.
In total there were 803,912 Reddit Impressions and 7,217,142 total impressions.
Our Thoughts
When the editorial committee met to look at the short list of submissions to Directory, we agreed we would try to include only work with commercial purpose. Awards shows are awash with campaigns for 'good'.
So, why have we included this? Because often NGOs and charities will let agencies try new ideas in new media, which FMCG brands simply don't dare. Perhaps they have nothing to lose and everything to gain.
But this is an instructive case study, which marketers everywhere can learn from. Talk to communities about what they do and how they do it, and offer them some incentive to show off their skills and creative abilities, and you will get traction.
Proof that UGC can be a great way to get an idea across to millions.
The juxtaposition of the unhappy Zahra transported to first-world scenes of comfort and luxury makes her plight all the more distressing. Psychologists call it cognitive dissonance.
It's not often you see it used by design as it is by OgilvyOne here.