Save the Children teamed up with Facebook on an ad campaign that launched on World Refugee Day Tuesday.
“It’s Not the Same This Year” features a series of 12-second spots depicting children from Syria and their transformations before and after the war, and vice-versa.
The ads will run for one week leading up to Eid al-Fitr, a celebration marking the end of the month of Ramadan, when Muslims traditionally do acts of charity for less fortunate children and families.
The 12-second spots will run in the U.S., as well as on Facebook—in English and Arabic—across Europe, the Middle East and North Africa through the end of the month.
More information, as well as the ability to donate to the cause, is available here.
The campaign was developed through Facebook’s Hack for Good competition in the Middle East.
Facebook vice president for Europe, Middle East and Africa Nicola Mendelsohn said in a release introducing the campaign:
We developed Hack for Good to build community and connect people, which is part of Facebook’s overall mission. We brought together advertising industry partners, a nongovernmental organization, Facebook teams and students to collaborate and create this campaign. Our hope is that the “It’s Not the Same This Year” campaign will support Save the Children in their efforts to give kids health care and education during these difficult circumstances.
Save the Children president and CEO Carolyn Miles added:
Save the Children is grateful to Facebook and the participants of Hack for Good, including the students and ad agencies, who came together to create this compelling ad campaign. War has a devastating impact on children’s physical and emotional well-being, and these ads bring it to life. Syrian children have missed years of schooling, remain without a permanent and safe home and are suffering from toxic stress due to prolonged exposure to war. Six years into this conflict, we ask the global community not to forget these children.