This social experiment aimed to generate awareness with audiences and engage people who had already signed up to take part in Concern Worldwide UK’s first ever mass participation event, the Ration Challenge. The event, which takes place during Refugee Week, challenges supporters to eat the same rations as a Syrian refugee living in a camp in Jordan. Through sponsorship, the challenge aims to raise awareness and vital funds to provide refugees with food, healthcare and education.
The film was shared across Concern’s social media channels and emailed to participants who had already signed up to take part. This is the first time they had run a campaign like this, and the results were great. In the first month, the film received 247,000 video views with an average view time of 1 minute 41 seconds – far above the industry standard.
