Case Study: Save the Children drives record-breaking donations with Don't Panic London's 'Most Shocking Second a Day' campaign

Save the Children drives 93% more online donations with Don't Panic London

The customer, Save the Children, was facing a decline in support and public apathy towards the Syrian refugee crisis in the UK. To reframe the narrative and make the distant crisis more relatable, they partnered with the vendor Don't Panic London to create a powerful video campaign.

Don't Panic London developed "The Most Shocking Second a Day" campaign, which reimagined the Syrian conflict occurring in the UK through the eyes of a British child. The online film became the most successful charity film of its time, generating over 100 million views and extensive media coverage. This resulted in a 93% increase in online donations for Save the Children. A follow-up campaign two years later continued to drive significant engagement.

Save the Children