A new ad hopes to draw greater attention to this global crisis by imagining what it would be like if this event was taking place in the UK.

It’s a lot easier to ignore something if it’s happening thousands of miles away. Sometimes to make people pay attention, you need to bring the devastation home.

A new 90-second PSA from Save the Children U.K. imagines the atrocities that are occurring in Syria as if they were happening in the streets of London. Created by the agency Don’t Panic, the ad gives the crisis a Western lens to make it feel more immediate to viewers.

Using a quick pace that borrows from the popular Internet video style of one-second-a-day shots, the video watches a middle-class girl’s life fall apart. Starting on her birthday, the girl quickly loses everything she holds dear and winds up homeless, fatherless, and a refugee by her next birthday.

UP YOUR QUOTA FOR JUST $15 A MONTH
PSFK’s Premium Subscription provides access to a database of over 100,000 articles featuring new ideas, interviews, analysis and opinion on the latest innovation in brand, customer and retail experience.
Already a subscriber? Log in
(powered by Wallkit)