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Theirworld's AI Holograms Give Children Affected by the Global Educational Crisis a Voice

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Activation from BBDO New York took place on the eve of the Transforming Education Summit at the United Nations General Assembly

Theirworld's AI Holograms Give Children Affected by the Global Educational Crisis a Voice

Failing economies, pandemic shortfalls, war, forced marriage, child labour, genocide, and more. There are myriad reasons that there are currently 260 million children worldwide who do not have access to equitable education, and if current trends continue, half of all children on Earth will enter adulthood without the skills to get ahead and achieve their dreams.

On the eve of the Transforming Education Summit at the United Nations General Assembly, global children’s charity Theirworld and BBDO New York brought New Yorkers face-to-face with children who are affected by the global education crisis. From Lebanon to South Africa, children who have been disadvantaged by poverty, war, and emigration will appear via digital media, out-of-home, and an AI hologram projection to tell their stories, first-hand. Because if world leaders can get to know them on a personal level, while also being able to put a face behind the story, they may feel more inclined to take action.

The children’s stories have appeared in social media and digital video, customised and targeted via geo-fencing to people in the immediate area of the UN Headquarters, in an attempt to directly impact decision makers at the General Assembly. And on the eve of the summit, an immersive pop-up experience took over Jane’s Carousel in Brooklyn Bridge Park, where a hologram projection of the children called out New Yorkers and global media, so they could witness the plea from children to #LetMeLearn in-person.

Projected against the Manhattan skyline, Mahmoud, a five-year-old refugee from Syria, said: “There are lots and lots of children like who can’t go to school. When I’m older I want to be a doctor, but this is going to be hard because I can’t go to school.  Now that you know me, maybe you will help Let Me Learn?” 

These events are the culmination of a months-long social media campaign, where youth activists from around the world have been creating videos talking about their own experience with (or without) education, tagging all posts with a plea to #LetMeLearn. Influencers, celebrities and other NGOs have taken up the cause, sharing anecdotes proving the importance of education in their lives, with the hopes that the rallying cry will become a central theme at the General Assembly. To date, the social campaign has resulted in posts from over 11,000 unique users, reaching over two billion impressions.

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Chairman, Chief Creative Officer BBDO Worldwide: David Lubars

Chief Creative Officer BBDO North America: Luiz Sanches

Chief Creative Officer BBDO New York: Matt McDonald

Creative Director: Matthew Low

Creative Director: Kristin Clark

Senior Art Director: Ian Nettleton

Senior Copywriter: Catherine Ngyugen

Senior Designer: Genelle Salazar

Strategy Partner, AMV BBDO: Suzanne Barker

EVP Director of Content Production: Alex Gianni

Head of Digital Operations: James Young

Production Operations Director: Danielle Amico

Senior Producer: Mike Woodall

Senior Experiential Producer: Hayley Baldwin

Interactive Producer: Harvey Lacsina

VP, Broadcast Business Affairs: Kathleen Bannon

VP, Account Director: Adam Beilman

Account Manager: Victoria Skrivanos

Account Executive: Caroline Fowler

Production

Production, VFX, Post Production and Experiential: Kaleida

Lead Producer: Daniel Reynolds

Creative Director: Adam Tremayne

Producer: Anna Komitska

Producer: Benjamin Lawrence

Synthetic Facial Augmentation

Synthetic Facial Augmentation: Pagi Studios

Lead Developer: Dogan Kurt

Installation and Event Brandin

Installation & Event Branding: The Experiential Group

Principal: Frank Moran

Senior Producer: Courtney McFarland

Senior Associate Producer: Ashley Massa

Post Production

Post Production: Lumiere Studios

Creative Director + Lead Compositor: Gavin Lester

Technical Director: Duncan Burch

Client

Client: Theirworld

President: Justin Van Fleet

Senior Campaign Advisor: Ben Hewitt

Head of Media and Partnerships: Nicole Martin

Head of Digital Communications: Darika Ahrens

Content Manager: Cara Ghosal

Media and PR

Media: Omnicom Media Group

PR: Porter Novelli

Translations: Mother Tongue

Categories: Education, Corporate, Social and PSAs

BBDO New York, Fri, 23 Sep 2022 09:16:44 GMT