A hard-hitting, international counter-radicalisation campaign
The brief:
Create a campaign that positions the charity FATE as a major platform for compelling counter-radicalisation narratives. Focus specific appeal towards vulnerable youth and their families.
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I directed the creation of all campaign films and supporting assets, wrote two of the film scripts and oversaw four long days of filming.
The solution:
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4x campaign films
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3x campaign animations
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27x social media posters
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2x websites
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Brand strategy playbook
(content translated into Arabic, French, German and Russian)
The results:
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> 31.5 million social reach
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> 56,000 new social media followers
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> 1,100,000 million film views:
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146,178 website unique visits
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Five new charities recruited to join FATE
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84 pieces of news reporting
For the films we created key frame storyboards supported by mood boards and written treatments to inform stakeholders and production crew of our vision.
Voice of Truth.
Arabic VO with foreign language subs.
Social media content created for the launch of FATE was designed in a variety of visual styles to encourage others to contribute. We knew that a singular, polished style would narrowly define what content should look like and so limit contributions to only those that matched that style.
Animations
Playbook and strategy guidelines
