Article / News
Aug 22 - 2023
Our awareness campaign for UN OCHA
#NoMatterWhat: a powerful concept becomes the foundation of our communication strategy for the United Nations Office for the Coordination of Humanitarian Affairs (OCHA) in honour of World Humanitarian Day 2023.
The Call | Humanitarian principles, life-threatening circumstances, and the fight against disinformation
On the occasion of World Humanitarian Day 2023, OCHA approached Blossom for a global campaign aimed at building awareness and appreciation for humanitarian work and countering misinformation in communities where humanitarians provide aid. In particular, OCHA wanted to shine a light on the principles that guide humanitarian workers, the hazards they face in the field, and why, despite the danger, they choose to put their lives at the service of people in need.
The Quest | Clarifying values, depicting risks, and honouring sacrifice, past and present
“The very existence of humanitarianism is under threat. From rising geopolitical tensions to erosion of international humanitarian law. From deepening public scrutiny to deliberate disinformation campaigns.”
To counter public mistrust and spark awareness and appreciation for humanitarian work, we focused on how to communicate the fundamental humanitarian principles of humanity, neutrality, impartiality and independence in a compelling and graspable manner, both verbally and visually. The 20th anniversary of the bombing of UN headquarters in Baghdad and present-day adversity in the humanitarian context served as poignant illustrations of the risks global aid workers face every day and the need to ensure their protection, while also honouring lives lost, but never forgotten.
The Outcome | The #NoMatterWhat global campaign
“We have no other agenda than saving lives and delivering the basics of life – food, water, shelter, medical care, and protection for the most vulnerable.”
Blossom developed a multi-layered, powerful campaign revolving around three words – #NoMatterWhat – which, together, gave life to a concept that deftly conveys the values humanitarians abide by, why they are present in places of suffering, and their mission to help alleviate suffering everywhere.
To reach multiple audiences and heighten impact, we chose simple language and a minimalistic editorial style. Gripping scenarios and sound design recall dispatches from the frontlines and catapult the viewer into the intense reality of humanitarian work.
The straightforward narrative used in the main video and social media content adeptly communicates the hazards and the principles humanitarians live by and drives home the message that aid workers stand shoulder-to-shoulder with the communities they serve.
Watch the main video.