Design > Communication Design

THE LAST POSSESSIONS

VMLY&R, Dubai / SAVE THE CHILDREN / 2021

Awards:

Bronze Cannes Lions
CampaignCampaignLayout(opens in a new tab)
Supporting Images
Supporting Images
Supporting Images
Case Film
Presentation Image
1 of 0 items

Overview

Credits

Overview

Background

This is a movement to bring a long-forgotten cause back to life. The media has been disinterested in the case due to sympathy fatigue.

Syria's ten-year civil war has displaced over 8.4 million children, making it a human crisis second only to World War 2. But every news about it becomes a passing headline day after day. People are now experiencing compassion fatigue that makes them indifferent towards the crisis.

Save The Children wanted people to understand what it feels to be forced out of your home. There was a genuine need for compassion again. That’s why we looked deep into the children surviving this unfortunate reality and found something that cannot be ignored. The belongings they fled with. Their Last Possessions.

Describe the creative idea

We created “The Last Possessions”. A book that tells the stories of refugee children through the very last object they fled with. Israa’s pocket mirror, Fahid’s fidget spinner, Amjad’s flute, Sewar’s teddy bear.

25 possessions that carry unfortunate tales of escape, memories of loved ones, and the only hope for survival, were written in Haiku poetry. 25 stories written for the first time as Haiku in Arabic and English, together.

Through the book, we auctioned their ‘Last possessions’ with a twist, where people were invited to bid but encouraged to donate and help the children keep their Last Possessions.

Describe the execution

We reached out to the children at the refugee camps and spoke to them every day. They all had one common thing. One belonging that kept their lives going.

We documented 25 possessions with photographs and wrote their stories in Haiku poetry, placed them side by side in a way that they can be read, felt, and for once not ignored.

While the books were mailed to influential people around the world, the pages of the book were released on social every day.

Installations were created to show how these children survived their escape. Donors were invited virtually to bid for these possessions, but in turn, directed towards a donation page to help these children keep their Last possessions and see a better tomorrow.

List the results

We set out to increase contributions to the crisis on a shoestring budget.

The Last Possessions recreated empathy for refugee children, encouraging e-book downloads in 46 countries and generating a 26% rise in donations. Every single donation was a promise to give the refugee children a new life. Without a single possession leaving its rightful owner, we brought attention to a crisis the world had forgotten.

More Entries from Promotional Printed Media in Design

24 items

Grand Prix Cannes Lions
H&M LOOOP

Retail Environment & Experience Design

H&M LOOOP

H&M, AKQA

(opens in a new tab)

More Entries from VMLY&R

24 items

Grand Prix Cannes Lions
THE KILLER PACK

OTC Products / Devices

THE KILLER PACK

MAXX FLASH, VMLY&R

(opens in a new tab)