Weber Shandwick

Core disciplines: Digital, Public relations (PR)


How do you get millions of European youths to understand
why education in emergencies matters? You find universal
truths we all celebrate about school, #EmergencyLessons.

Because for millions of children, school is more than just
a building. We created seven videos, each focusing on a different,
critical consequence of no schooling, as told by the children
living through disaster and displacement. We shared this
content on the channels our audience uses most.


The #EmergencyLessons videos were shared on YouTube, Tumblr, Twitter, Facebook and Instagram, we then asked our viewers to share their personal memories and videos celebrating the importance of schools.

Supported by UNICEF Ambassador Tom Hiddleston, the campaign launched in May 2016 – with outstanding results to date: in just a few days, over 1 million combined views of the first #EmergencyLesson video and Tom’s video of support on Facebook received 27,000 likes on Twitter; organic broadcast and digital media coverage; and widespread engagement with people all over the globe answering the call to action.




Over 1 million combined views of the first

#EmergencyLesson video


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