ICRC

With COVID-19 vaccination rates as low as 2% in war zones, the ICRC are dedicated to delivering vaccines to the frontlines. We showed the world what that looks like with a ground-breaking film told from the perspective of the vaccines themselves. The ICRC say the first step to solving this problem is making it known. So, we showed the world what it’s really like attempting to deliver vaccines to war zones. Our ground-breaking 90-second film was told from the perspective of the vaccines themselves, documenting the journey from a western country to the last mile in a conflict zone. Every detail of the film was based on insights from ICRC experts – from the cool box to roadblocks, fighter plane and the cast, which included a real vaccine nurse as the story’s protagonist.

The Impact: The film launched and quickly gathered attention across social platforms and media internationally. It was shown in Times Square, New York City and at the Shibuya Crossing, Tokyo – sparking huge conversation about ICRC. Overall, the campaign achieved 25m+ reach and 600k+ impressions.