New Balance Brand 26
Josh Allen makes his New Balance debut, bringing his personality and passion for the game to this year's We Got Now campaign
Life in the Dark
A global TikTok challenge shows us how hard daily life becomes without power.
- Office
- United States
- Client
- International Committee of the Red Cross
Challenge
At any given time, 1 in 3 people in Gaza are living without power.
Without power, families struggle to study, cook, clean, refrigerate food or heat their homes.
For over 150 years, the International Committee of the Red Cross (ICRC) has worked to protect the most vulnerable people in war zones around the world. This year, they’ve teamed up with Wunderman Thompson offices in Seattle and New York to raise awareness for the energy crisis in Gaza.
Inspiration
TikTok is where people go to show off their skills. But what if they too were affected by the challenges presented by a power crisis?
Idea
We created a challenge that invites individuals across the globe to show their skills with a twist: They have to do it in the dark - just as many Gazans are forced to every day. At the end of the challenge, they’ll turn on the lights to reveal how difficult it is to show off their creativity, style, and skill without power.
Growth
A diverse group of TikTok creators have joined the challenge - some with a personal connection to the issue itself. Creators showcase their skills (now, fails) in cooking, make-up tutorials, painting, and more, then challenge fans to join the #LifeInTheDark too.
TikTok-ers in the Middle East add their voices as well, participating in the challenge and sharing their daily experiences without power.
Each post will send viewers to the ICRC’s official TikTok channel to learn about the real-life challenge of life in the dark. There, they can follow and support the ICRC in their crucial mission.
