Client United Nations Office for the Coordination of Humanitarian Affairs (UNOCHA)

Deliverables Social Media Strategy Paid ads on Meta Influencer Marketing Monitoring and Evaluation

For World Humanitarian Day 2024, United Nations Office for the Coordination of Humanitarian Affairs (UNOCHA) created a campaign to demand an end to violations against aid workers.

The year 2024 was the deadliest on record for humanitarian workers, with a staggering 281 aid workers losing their lives globally, according to UNOCHA.

This harsh reality highlights a glaring truth: the world is failing humanitarian workers and the people that need them. International laws meant to regulate armed conflict and protect people are being ignored, and no one is being held accountable.

The challenge was to create a powerful, emotional connection that would galvanise global action and put pressure on leaders to commit to their obligations to protect humanitarian workers and civilians in conflict zones.

World Humanitarian Day 2024's campaign aimed to:

• Showcase the real impact of violations of International Humanitarian Law (IHL) • Call out global leaders, demanding that they act to protect civilians and aid workers in conflict and to hold perpetrators accountable • Mobilise the public to share the campaign message and demand action

As a Digital Strategist, I contributed to the #ActForHumanity campaign by working on the social media strategy, managing paid ad campaigns on Meta, identifying and engaging content creators and influencers to amplify the call to action, and producing the final campaign evaluation report.

On World Humanitarian Day 2024 alone, #ActForHumanity was mentioned 26,800 times, generating 827 million impressions.

The hashtag #ActForHumanity was mentioned over 49,000 times from 14 August to 27 September 2024 across social media channels and digital outlets globally, in more than 25 languages, with English, French, Spanish, and Arabic being the most prevalent. These mentions generated a total of 1 billion impressions.

UNOCHA shared 87 #ActForHumanity posts from 14 August to 27 September, distributed across Instagram (18 posts), X (formerly Twitter, 31 posts), LinkedIn (20 posts), and Facebook (18 posts), directly reaching 4.4 million people and generating 154,000 engagements (reactions, shares, comments, saves).

The campaign video was viewed 2.9 million times on UNOCHA’s channels.

#WorldHumanitarianDay was mentioned 100,000 times from 14 August to 22 August on social media channels and digital outlets globally, in more than 25 languages, with English, Hindi, Arabic, French, and German leading the mentions.

On World Humanitarian Day 2024, #WorldHumanitarianDay was mentioned 75,000 times, generating 1.2 billion impressions—a 50% increase compared to the previous year.

The “Act for Humanity” campaign successfully mobilised the global community, compelling world leaders to recognise and act on their responsibility to protect humanitarian workers and uphold the principles of International Humanitarian Law.

The campaign’s resonance across diverse platforms and languages demonstrated its universal appeal and effectiveness in advocating for humanitarian principles.