A public with crisis fatigue and a real crisis buried in the 24/7 news cycle, the situation in the Horn of Africa had reached epidemic proportions. Famine, war, and drought have killed countless Africans already, and threaten the lives of millions more.With the crisis underway, time was of the essence—so we had to mobilize and act fact. We started by creating the brand identity. The FWD logo does three things. First, it explains the nature of the crisis: Famine, War, and Drought. Second, it shows where it’s happening: in the Horn of Africa. And third, it’s a call to action to get people to spread the facts: FWD.

On the site and on Facebook, data visualizations illustrate the seriousness and scale of the crisis, helping people understand the facts. Celebrities and politicians got the word out in informational spots. FWD gives people the facts and encourages them to share with their social networks—and easily donate.Due to the urgency of the crisis, it only made sense to use digital to quickly make people aware of the facts, and enable them to easily donate. The site and Facebook page presented the facts through data visualizations and celebrity videos. Simply texting a code allowed people to donate to the cause.People everywhere rallied to the cause, forwarding the facts and donating. FWD got the attention of the White House, with President Obama committing $113 million in emergency relief. The famine has officially ended, but the crisis is far from over.

On the site and on Facebook, data visualisations illustrate the seriousness and scale of the crisis, helping people understand the facts. Celebrities and politicians got the word out in informational spots. FWD gives people the facts and encourages them to share with their social networks—and easily donate.Due to the urgency of the crisis, it only made sense to use digital to quickly make people aware of the facts, and enable them to easily donate. The site and Facebook page presented the facts through data visualizations and celebrity videos. Simply texting a code allowed people to donate to the cause.

People everywhere rallied to the cause, forwarding the facts and donating. FWD got the attention of the White House, with President Obama committing $113 million in emergency relief. The famine has officially ended, but the crisis is far from over.