Agency Network: 
December 2021


The International Committee of the Red Cross (ICRC) has served the people of Afghanistan for 30 years. And it’s not stopping now. The organisation remains operational across the country, together with their partner the Afghan Red Crescent Society.

To generate much-needed support for the organisation, Wunderman Thompson has created a data-led film, ‘React For Real’. Inspired by the timeless expression, ‘If I had a dollar for every time…’, the film demonstrates the potential monetary value of our reactions on social media.

The team conducted an intensive data analysis of social media reactions as well as research on real-time needs in Afghanistan for ICRC. Anonymous data was garnered, studied, and analysed to highlight the emojis and hashtags that were most commonly used in response to this crisis.

Wunderman Thompson Dubai worked together with teams in Sydney, Seattle, London, and New York to bring this global

Digital advertisement created by WPP, United Arab Emirates for International Committee of the Red Cross (ICRC), within the category: Public Interest, NGO.

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