Theirworld’s AI holograms give a voice to children affected by the global education crisis | LBBOnline

The activation of BBDO New York took place on the eve of the Transforming Education Summit at the United Nations General Assembly

Theirworld's AI holograms give a voice to children affected by the global education crisis

Failing economies, pandemic shortages, war, forced marriage, child labor, genocide, etc. There are myriad reasons why there are currently 260 million children in the world who do not have access to equitable education, and if current trends continue, half of all children on Earth will enter adulthood without the skills to move forward and achieve their dreams.

On the eve of the Transforming Education Summit at the United Nations General Assembly, global children’s charity Theirworld and BBDO New York brought New Yorkers face-to-face with children affected by the global crisis of education. From Lebanon to South Africa, children disadvantaged by poverty, war and emigration will appear via digital media, out of home and AI hologram projection to tell their stories, firsthand. Because if world leaders can get to know them on a personal level, while also being able to put a face to the story, they may feel more inclined to act.

The children’s stories appeared in social media and digital video, personalized and targeted via the geolocation of people in the immediate area of ​​UN Headquarters, with the aim of having a direct impact on decision makers in the Assembly general. And on the eve of the summit, an immersive pop-up experience took over Jane’s Carousel in Brooklyn Bridge Park, where a holographic projection of children called on New Yorkers and global media to attend the kids call to #LetMeLearn in -person.

Projected onto the Manhattan skyline, Mahmoud, a five-year-old Syrian refugee, said, “There are loads and loads of kids like that who can’t go to school. When I’m older I want to be a doctor, but it’s going to be difficult because I can’t go to school. Now that you know me, maybe you’ll help Let Me Learn?

These events are the culmination of a months-long social media campaign, where young activists around the world have created videos talking about their own experience with (or without) an education, tagging all posts with a call to # LetMeLearn. Influencers, celebrities and other NGOs have taken up the cause, sharing anecdotes proving the importance of education in their lives, with the hope that the rallying cry will become a central theme of the General Assembly. To date, the social campaign has generated posts from over 11,000 unique users, reaching over two billion impressions.

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Creative: BBDO New York

President, Creative Director BBDO Worldwide: David Lubars

BBDO North America Creative Director: Luiz Sanches

Creative Director BBDO New York: Matt McDonald

Creative Director: Matthew Low

Creative Director: Kristine Clark

Senior Artistic Director: Ian Nettleton

Main editor: Catherine Ngyugen

Senior designer: Generally Salazar

Strategic partner, AMV BBDO: Suzanne Barker

EVP Director of Content Production: Alex Gianni

Head of Digital Operations: James Young

Director of Production Operations: Danielle Friend

Main producer: Mike Woodall

Senior experiential producer: Hayley Baldwin

Interactive Producer: Harvey Lacsina

Vice President, Broadcast Business Affairs: Kathleen Bannon

Vice President, Account Manager: Adam Belman

Account Manager: Victoria Skrivanos

Executive account: Caroline Fowler


Production, VFX, Post-production and experiential: Kaleida

Main producer: Daniel Reynolds

Creative Director: Adam Tremayne

Producer: Anna Komitska

Producer: Benjamin Lawrence

Synthetic facial augmentation

Synthetic facial augmentation: morning studios

Main Developer: Dogan wolf

Installation and event Brandin

Facility and Event Branding: The experiential group

Director: Frank Moran

Main producer: Courtney McFarland

Senior Associate Producer: Ashley Massa

Post production

Post production: Light studios

Creative Director + Main Composer: Gavin Lester

Technical director: Duncan Burch


Customer: theirworld

President: Justin VanFleet

Senior Campaign Advisor: Ben Hewitt

Media and Partnerships Manager: Nicole Martin

Digital Communication Manager: Ahrens Sect

Content Manager: Cara Ghosal

Media and PR

Media: Omnicom Media Group

PR: Wear Novelli

Translations: Native language

Categories: Education, Corporate, social and public service announcements

BBDO New York, Fri 23 Sep 2022 09:16:44 GMT

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