Emergency relief fund for torture survivors during the early stages of COVID-19.
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When the coronavirus struck the UK, we feared that torture survivors living on £5 a day would be particularly vulnerable during this time, unable to self isolate or stockpile as others were able to. Furthermore, our team knew that launching a campaign unrelated to the health crisis would fail to cut through the noise at that point in time.
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Together with Freedom From Torture, we took messaging cues from the existing mutual aid to focus on doing what we can to protect the most vulnerable in our communities.
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Creative Direction, Video Production, Brand Strategy
Hero Film
In this rapid response campaign, I led the creative direction and production of the hero film which helped solidify the art direction for the overall campaign.
The video concept follows a female asylum seeker’s day on a budget. The narrative is formed from recorded conversations with Yashilda who shared her experience living in London with her young son. Shot in a flat lay style with Yashilda’s voiceover that create a personal connection with the viewer as they identify with the physical items and also feel appalled at the inequality and limbo that asylum seekers face in their day to day.
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Do What We Can is a successful fundraising campaign with over £280k raised for an emergency relief fund for torture survivors during the early stages of COVID-19 who were living on a £5 stipend per day.
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Sara El Dabi
Taylor Gese
Ravneet Bains
Diksha Srivastava
Ericka Ubasa
Recognition
Lovie Awards
Lovie Awards, Winner in Best Public Service & Activism in Advertising, 2020 for Do What We Can
Mention
Third Sector Digital Awards Highly Commended for Best Online Fundraising Campaign, 2020 Do What You Can Campaign