VML is proud to work with the United Nations on important initiatives that are helping spur social change for good.

World Humanitarian Day (WHD) is held every year on August 19th to pay tribute to aid workers who risk their lives in humanitarian service, and to rally support for people affected by crises around the world. VML was the lead agency for WHD 2017, helping spur a global social conversation using one of the first Facebook Camera Effects. The goal of the #NotATarget campaign was to tell stories of civilians in war & conflict areas, while educating and engaging a global millennial audience to push for change.

In December 2017, VML produced a special campaign for the UN Central Emergency Response Fund (CERF) intended to drive donations to help people affected by crises across the world.

Case study

UN and Refugee Choir Re-Imagine Holiday Carol

Challenge

Build awareness of conflict around the world and drive donation to the United Nations' Central Emergency Response Fund (CERF), whose primary focus is to deliver rapid funding to humanitarian crises as they occur, helping food, water and other life-saving aid reach people in situations of conflict or natural disaster.

Idea

32 young women stood in the heart of New York's holiday festivities and performed a new take on the holiday classic, "Silent Night." As people gathered for their performance in front of the Lotte New York Palace Hotel, they realized that the words to the familiar song had been changed with lyrics describing the pain and fear of those trapped in conflict areas around the world, and the hope and relief that can be provided by humanitarian aid. 

Result

The performance has been turned into a docu-style video now available on social media, with the goal of raising funds for CERF.

Watch the moving video on Facebook or YouTube