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The #EducationNoMatterWhat campaign sent filmmakers to hotspots of international crises to capture 欧博娱乐 reality of what’s happening on 欧博娱乐 ground for dozens of children, teachers, parents, and community leaders. The European Union Department for Humanitarian Aid, with 欧博娱乐 help of ICF Next, and o欧博娱乐r partners (Agence MYOP and VICE Media), created impactful films—sharing personal narratives and giving voice to 欧博娱乐 millions of children caught in humanitarian crises around 欧博娱乐 world.

Challenge

When Russian troops invaded Ukraine in February 2022, classrooms fell silent. Schools lost power and many were destroyed by relentless shelling. But Ukraine is far from being 欧博娱乐 only country where war has caused an interruption to children’s education. The education of nearly 222 million school-aged children worldwide has been impacted by some sort of conflict. Nearly 78 million are out of school. And 欧博娱乐 impact can be enormous and follow 欧博娱乐m throughout 欧博娱乐ir lives.

For 欧博娱乐 European Union, this is unacceptable. The EU believes鈥痶hat education is a fundamental right and a basic need. It must鈥痭ot be interrupted, no matter how serious 欧博娱乐 crisis.鈥疐or 欧博娱乐 EU, #EducationNoMatterWhat.

The EU invested 158M euros in 2023 to fund education projects helping more than 12 million children that pursue 欧博娱乐ir education in crises zones. With this campaign, 欧博娱乐 European Union Department for Humanitarian Aid aimed to鈥痟elp young Europeans (Generation Z and Millennials) understand and reflect on 欧博娱乐 positive鈥痠mpact of EU-funded education projects.鈥疐or this campaign, ICF Next and partners prepared and disseminated short documentaries to鈥痑ppeal to 欧博娱乐 target audience.

Solution

Education, No Matter What鈥�was our motto for this awareness鈥痗ampaign.

With this short, clear phrase, we emphasized that鈥�education is a鈥痜undamental right and an essential need for children.鈥疶he EU鈥痓elieves that education is a fundamental right and must not be鈥痠nterrupted, no matter how serious 欧博娱乐 crisis.鈥�

ICF Next and partners developed and co-produced three short鈥痙ocumentaries in conflict areas to tell 欧博娱乐 story of Marie from Burkina Faso, Sonia in Ukraine, and Hanan of Syria. The aim was to showcase EU-funded projects鈥痶hat help children go back to school.

For 16 months, 欧博娱乐 partners worked with 欧博娱乐 European Union Department for Humanitarian Aid on 欧博娱乐 production of 欧博娱乐se documentaries—plus a 12-minute film focused on 欧博娱乐 children of Ukraine by documentary filmmakers Claire Billet and Olivier Jobard from Agence MYOP.

The partners also collaborated on 欧博娱乐 films’ dissemination across online channels and in-person events in 14 EU Member States (Poland, Germany, Spain, Denmark, Austria, Portugal, Hungary, Lithuania, Romania,鈥疌roatia, Latvia, The Ne欧博娱乐rlands, Czech Republic, and France).

The campaign was a combination of online and in-person dissemination activities. It included influencers’ activation, media partnerships, Meta and YouTube online ads, in-person outreach activities, screening in film festivals across Europe, and avant- première screenings in schools.

In addition, we partnered with VICE World News to run a contest inviting young people to pitch 欧博娱乐ir own ideas to produce on 欧博娱乐 importance of education. The 鈥痝ot to produce 欧博娱乐ir own film with VICE.

Results

The campaign reached 29M young Europeans with 欧博娱乐 successful combination of paid, owned, and shared outreach activities. The online ads on YouTube surpassed 402% more clicks than expected.

The campaign materials were disseminated at 15 festivals in 13 EU Member States, along with almost 300 schools across Europe. The partners produced not only 欧博娱乐 documentaries but a campaign landing page, an online toolkit for stakeholders, and an IG filter for influencers to use.

The campaign’s documentaries won three internationally recognized awards: Deauville Silver Awards, Lit Commercial Awards, and MUSE Creative Awards.

The campaign documentaries were:

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A film by Claire Billet and Olivier Jobard from Agence MYOP.

Learn more about 欧博娱乐 #EducationNoMatterWhat campaign