Save the Children: The Last Possessions
The ongoing war in Syria has displaced over 8.4 million people, creating a humanitarian crisis second only to World War II. Despite the severity, news of the crisis often fades into fleeting headlines, leading to widespread compassion fatigue and indifference. Save the Children sought to reconnect people with the human side of this tragedy and evoke genuine empathy through their innovative campaign, “The Last Possessions.”
Understanding Displacement through Personal Stories
“The Last Possessions” is a poignant campaign that tells the stories of refugee children through the last objects they managed to take with them. Each item, whether it’s Israa’s pocket mirror, Fahid’s fidget spinner, or Amjad’s flute, holds a story of escape, memories of loved ones, and the faint hope of survival. These 25 possessions symbolize the harsh reality of displacement and the enduring spirit of the children who carry them.
A Book of Haiku Poetry
To convey these stories, Save the Children created a book where each possession’s tale is told through Haiku poetry. This creative approach not only honors the children’s experiences but also makes their stories accessible and emotionally impactful. The haikus capture the essence of each child’s journey and the significance of their last possessions, transforming abstract statistics into personal, relatable narratives.
Empathy through Auction with a Twist
In a unique twist, the campaign included an auction where people could bid on the children’s possessions. However, the true goal was to encourage donations, allowing the children to keep their precious items. This innovative method brought the plight of refugee children to the forefront, encouraging people to contribute meaningfully rather than merely acquiring objects.
Global Impact and Increased Donations
“The Last Possessions” successfully reignited empathy for refugee children around the world. The e-book was downloaded in 46 countries, and the campaign generated a 27% increase in donations to Save the Children. Each donation symbolized a commitment to providing refugee children with a chance at a new life, ensuring that none of the possessions had to leave their rightful owners.
Bringing Attention to a Forgotten Crisis
Through this campaign, Save the Children managed to highlight a crisis that much of the world had forgotten. By focusing on the personal stories of the children and their last possessions, they were able to cut through the noise and remind people of the ongoing humanitarian disaster in Syria. The campaign’s success demonstrates the power of storytelling in fostering empathy and driving positive change.
Conclusion
“The Last Possessions” is more than a campaign; it is a testament to the resilience of refugee children and a call to action for the global community. Save the Children, with the help of VMLY&R, has created a powerful narrative that not only raises awareness but also mobilizes support for those in dire need. Through this innovative approach, they have turned fleeting headlines into lasting impressions, encouraging people to see beyond the news and connect with the human stories at the heart of the Syrian crisis.
Key Takeaway
Save the Children’s “The Last Possessions” campaign uses personal stories and innovative fundraising methods to reignite global empathy for Syrian refugee children, driving significant increases in donations and awareness.Save the Children’s “The Last Possessions” campaign uses refugee children’s last objects to evoke empathy and drive donations for Syrian refugees.
