The UN – Impossible Choices

The United Nations asked Agency 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.
 
To do that, I proposed a unique digital experience which let you walk in the shoes of refugees and those in crisis – weaving together their real stories into an interactive, emotive digital narrative. The story is controlled by your decisions when faced with the same impossible choices that they were, and Facebook customisation let us populate the evolving story with your own friends and family, making each choice and each story unique.
 
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.