The UN – Impossible Choices

The United Nations asked Agency SC to promote their first ever World Humanitarian Summit, where world leaders could join with charities and aid organisations to find solutions to our most pressing humanitarian issues. They asked us to focus on building empathy and awareness for the 110 million people worldwide who have been forcibly displaced from their homes due to persecution, conflict, violence, and human rights violations.
 
To motivate everyday people to call on their leaders to attend the Summit and work together for change, I proposed an interactive storytelling experience that helped users to imagine what it might be like to experience displacement. The emerging narrative is drawn from real experiences of refugees and people in crisis, and controlled by a user’s decisions when faced with the same impossible choices that they were. By linking the experience to Facebook, we were able to populate the evolving story with names of the user’s own friends and family, making each choice and each story more unique and emotionally impactful.
 
With no media spend, we saw over 1 million Impossible Choices made through our campaign, leading people from 131 nations to call on 112 world leaders to attend the summit, and protect those in need.