Role: Concept & Narrative Development // Creative Director // Client Partner // Film Director
Client: ICRC // Raw London
Year: 2020
Traditionally, women living in conflict zones are portrayed only as victims. Yet, insight shows that this is not always the case. In fact, women in conflict zones often work tirelessly to rebuild their communities, find new ways to feed their families, and even launch their own businesses.
We worked with the ICRC and partnering National Societies to deliver a campaign that set out to change perceptions of women who live through armed conflict.
To make sure the campaign was based on real, human truths, we identified core content pillars that represented themes that we kept seeing in the stories of women in conflict zones; Head of the Family, Heart of the Community, and Unstoppable Force. We used footage of Aisha and her daughters (we remotely directed a crew in Nigeria to film them in the refugee settlement) to bring the story to life.
The campaign was launched in two phases, leading up to International Mother’s Day in May. We delivered a set of DRTV films, over 50 digital ads and videos, DM copy and images (all in multiple formats for use across multiple regions). For the first time, the campaign, led by the ICRC and supporting National Societies spoke with one international Red Cross voice, with various teams rolling out the campaign across Austria, Costa Rica, Iceland, Sweden, US, Latvia, Norway, Brazil and Switzerland.