Save the Children - Most Shocking Second a Day

Seeing a decline in support for the refugee crisis, Save the Children were struggling to elevate the issue in the UK’s consciousness, with public perception and media coverage coming from a place of apathy rather than sympathy. With an ocean between us, the crisis could be easily ignored and difficult to relate to. As the second anniversary of the war in Syria approached, we needed to reframe the narrative, bringing the Syrian crisis to the streets of the UK to increase understanding through relatability - and tap into a trend popular amongst parents at the time.

Inspired by the popular 1 Second Everyday app, ‘The Most Shocking Second a Day’ tells a story typical of the horrendous Syrian conflict, but set in a war-torn UK. It aims to take the viewer on the long and arduous journey of a British girl fleeing her home and searching for safety, as everything she knows is destroyed. The online campaign struck a chord internationally, with the launch piece becoming the most successful charity film of its time - and is still being reshared frequently today.

Two years later, the crisis had worsened and public perception was beginning to slip backwards again. So, we worked with Save the Children to continue the story with ‘Still The Most Shocking Second a Day’ - building the story people had become so invested in and reminding the British public that the journey wasn’t over.