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Moving Gesture

Context

80% of French people think we should close our borders. Yet every day people are torn away from their home because of war persecution or poverty. During they journey towards a better life they keep on hitting walls. In this context the Cimade a charity giving assistance and support to uprooted people decided to raise awareness around the migrants obstacle course.

Idea

In order to materialize the walls and urge people to help migrants move forward the Cimade created an immersive experience on Facebook using the platforms video carousels as a metaphor of peoples journey. Video after video people were immersed into the everyday life of an exile. By swiping from one situation to another people could help the character overcome obstacles and continue their journey. But on the last video people were hitting a wall. Unable to pursue their journey they were then exposed to the campaign message.

Result

The campaign was made of three video carousels highlighting key migrant situations. Deportation. Administrative ordeal. And illegal working conditions. In 1 month the campaign reached 6.7 million French people who watched 24.2 million videos and generated more than 50.000 interactions with the campaign. Sometimes a simple gesture on your phone can make things change and people move in the right direction.

Project Tags

  • Activation
  • Film
  • Social

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