Disasters Emergency Committee - Never Walk Alone

Despite political and economic turmoil on home turf, people across the UK dug deep and raised over £400 million for the Disasters Emergency Committee’s (DEC) Ukraine Humanitarian appeal; one of the biggest appeals in their 60-year history. The DEC wanted to find a way to thank the British people, as well as highlight the vital and continued need for support, celebrating impact but remaining realistic about the ongoing conflict.

We wanted to land on a concept that positioned the British public as the ‘friends’ Ukraine needed during a difficult time - a hand on the back of the real heroes, fighting and pushing forward on the ground - to tell a story of resilience.

Shot remotely in Ukraine with a Ukrainian cast and crew, the film shows real locations torn apart by conflict, while the actors recite the poetic and poignant words of “You’ll Never Walk Alone”. In this context, the recognisable song takes on a whole new meaning.

The film was first aired on ITV1 in peak time, on the eve of the anniversary of the conflict, and was then rolled out across cinemas and social media. It achieved wide national consumer press, including Sky News (who also broadcast the film in full as part of their news segment). It was also shared by Liverpool Football Club on their social channels (due to the song affiliation with the club).