The United Nations Is Using Facebook Live Filters to Spread a Powerful Humanitarian Message

Face-swapping filters and lenses have long been popular as silly, fun graphics used on social media, but the humanitarian arm of the United Nations (or U.N. OCHA) is hoping that the filters will promote a more serious message about what it’s like to live in an area of conflict. For World Humanitarian Day on Saturday, the U.N. and VML New York are launching one of the first campaigns using Facebook’s recently-launched Camera Effects Studio, the site’s augmented reality platform announced today. The campaign takes advantage of Facebook Live and encourages consumers to overlay a black and white filter with text that scrolls across the screen and tells the story of civilians in areas of conflict. VML has created 10 filters that feature real stories about children, medical workers, sexual violence and aid workers. [kickout id="2"] Each filter appears for 19 seconds on the screen and users are encouraged to read the story out loud during the broadcast like a teleprompter. Celebrities including Charlize Theron and Michael Douglas (who are both United Nations Messengers of Peace) participated on social media and later today, some of the user-generated clips will be displayed on digital billboards at an event in New York’s Times Square. “Up until now, these filters have been fairly fun and playful,” said Craig Elimeliah, managing director of creative technology at VML. “When we first started germinating around the idea, it was like, ‘We can flip this on its head and use something that everyone’s using and playing with into something meaningful.’” [kickout id="3"] “We were challenged to bring the relatability of these messages and people in conflict areas through a digital experience and giving people the opportunity to tell these untold stories—we saw this as a citizen-journalism platform.” The filter is part of a bigger campaign dubbed #NotATarget that launched last week and is also VML New York’s first work for the organization. A TV and digital out-of-home spot is also in black and white and uses war photos to show “how this ripple effect of debris, concrete and explosions has an impact on civilians, [especially] kids, because their schools also get bombed, hospitals get attacked—nobody ever talks about these people,” said Harsh Kapadia, group creative director at VML. “If you actually walk into the U.N. building and talk to anybody whose been in those regions, the things you hear [are] things you probably haven’t heard in the news. Or it’s not front-page news—it’s hidden somewhere, you have to find it.” [kickout id="1"] Out-of-home ads are running in countries including France, Canada and the United Kingdom and the TV spot is airing on CNN, DirecTV, websites and social platforms. There’s also a website where consumers can sign a petition to pledge their support for areas of conflict. Credits: Partners: UNOCHA, VML New York, One Thousand Birds, Frame Store, Jam3, Lightfarm, Clear Channel, Facebook, MediaCom, Cohn & Wolfe. Client credits: Maria-Angie Vassallo, UNOCHA, head of campaigns Karim Saba, UNOCHA, advocacy and campaigns officer Sara Gilbertz, UNOCHA, digital campaigns officer VML Credits: Debbi Vandeven, VML, Global Chief Creative Officer Mike Wente, VML New York, Chief Creative Officer, North America Chris Furse, VML New York, Executive Director Harsh Kapadia, VML New York, Group Creative Director Craig Elimeliah, VML New York, Managing Director, Creative Technology Silmo Bonomi, VML New York, Group Creative Director Kate Boccio, VML New York, Account Director Cynthia Lin, VML New York, Senior Project Manager Gabriel Jardim, VML New York, Associate Creative Director / Art Director Guto Monteiro, VML New York, Associate Creative Director / Copywriter Duri Lim, VML New York, Art Director Sarah Bass, VML New York, Copywriter Mike Breighner, VML New York, Copywriter Elliot Graham, VML New York, Senior Art Director Rich Whelchel, VML New York, Associate Copywriter Ryan Mauro, VML New York, Senior Motion Graphics Designer Tarini Shrikhande, VML New York, Associate Planning Director Tamara Lund, VML New York, Senior Producer Charlotte Ford, VML New York, Account Manager Hunter Eshelman, VML New York, UX Design Josh Wolf , VML New York, Director, Technology Anthony Ramirez, VML New York, Producer Kate Wadkins, VML New York, Associate Channel Director Yael Brayer, VML New York, Senior Channel Manager Nick Centofante, VML New York, Channel Director Eva Kuczynski, VML New York, Associate Channel Director Erin Reed, VML New York, Channel Manager Don’t miss the Adweek Livecast webinar on Aug. 22 with IBM chief digital officer Bob Lord on how marketers can succeed in an AI-driven market. Register now.

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The United Nations Is Using Facebook Live Filters to Spread a Powerful Humanitarian Message

VML New York’s first work spans TV, out-of-home and digital

Lauren Johnson

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Lauren Johnson