Save the Children

'Sexy' Model Viral Video Campaign Launches State of the World's Mothers Report

Every year, Save the Children launches its State of the World's Mothers Report. This time it featured devastating findings that women and children are the most impacted globally in crisis and conflict situations. Our task: make people care. So we started back at the basics - what do people want to watch? The combination is a humorous albeit uncomfortable viral PSA that garnered global press coverage and was voted a top AdWeek PSA. 

Role: Concept Creator + Associate Creative Director | Client (in-house): Save the Children | Production: Big Block

PSA

We also created content that extended the campaign across digital platforms and highlighted key learnings and case stories from the report. 

CAMPAIGN RESULTS

250K + Organic YouTube Views Day 1

4M + Organic YouTube Views Month 1

Global Press Coverage Including: AdAge, AdWeek, Non Profit Times, Daily News, Elle.com, Fast Company, Business Insider, NPR, Sky News