At any given time, 1 in 3 people in Gaza are living without power. Without power, families struggle to study, cook, clean, refrigerate food or heat their homes.
For over 150 years, the International Committee of the Red Cross (ICRC) has worked to protect the most vulnerable people in war zones around the world. This year, they’ve teamed up with Wunderman Thompson offices in Seattle and New York to draw attention to the energy crisis in Gaza.
In hopes of breaking through empathy fatigue, the teams turned to TikTok, creating a challenge that invites individuals across the globe to show their skills with a twist: They have to do it in the dark, showing solidarity with Gazans who experience power outages every day. At the end of the challenge, they’ll turn on the lights to reveal how difficult it is to show off their creativity, style, and skill in the dark.
A diverse group of TikTok creators have joined the challenge—some who are even in the Middle East experiencing the power cuts firsthand. Skillsets from cooking, make-up tutorials, painting, and more are on display, with creators like @fritzdoesart, @kimmyskreations, @realchadwithaj taking part and asking fans to post their own #LifeInTheDark challenge. Each post will send viewers to the ICRC’s official TikTok channel to learn about the real-life challenge of life in the dark.
Sébastien Carliez, director of communications and information management, ICRC, comments: By taking part in the challenge, people are helping to shine a light on what is a daily struggle for most Gazans—and for many others around the world who are affected by conflict. The energy crisis in Gaza is not new. People have struggled with electricity shortages and power cuts for years. This is having a huge toll on people’s quality of life and mental and physical well-being. We hope that this challenge brings a much-needed spotlight to the impact that the energy crisis has on Gazan families.
Bas Korsten, global chief creative officer, Wunderman Thompson, comments: What better way to raise awareness and money for one of the most overlooked crises in the world, than to use the world’s biggest and most visible platform. I’m incredibly proud of the team for harnessing social media for the ICRC like this. First in Fortnite with ‘LifeRun’, now on TikTok with this unique challenge. This is how you do good in 2022.
CREDITS
- AGENCY: Wunderman Thompson
- CREATIVE DIRECTOR: Claire Nellessen
- ASSOCIATE CREATIVE DIRECTOR: Saedi Burke
- EXECUTIVE DIRECTOR OF MUSIC AND AUDIO: Paul Greco
- MEDIA SUPERVISOR: Ege Ayan
- VP INTEGRATED PRODUCTION, NORTH AMERICA: Craig Jelniker
- EVP, EXECUTIVE CREATIVE DIRECTOR: Guy Seese
- PROGRAM DIRECTOR: Andre Sapp
- SENIOR PROJECT MANAGER: Emma Kearney
- STRATEGIST: Ian Goldizen
- PR: Lindsey Legat
- CLIENT: The International Committee of the Red Cross
- TIKTOK INFLUENCERS: @kimmyskreations, @markliamsmith, @fritzdoesart, @realchadwithaj, @mckenziearrington, @amandaeveart, @caitconquers, @zhangcatherine, @justlex.x
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