United Nations

“World Humanitarian Day”

Real-life Heroes

For 2020 World Humanitarian Day, the United Nations wanted to honor the selflessness and bravery of frontline workers. But because the public was used to seeing half-hearted attempts at appreciation for these heroes, making a lasting, sincere impact proved difficult.

Inspired by the world’s cultural obsession with fictional superheroes, our 2020 campaign celebrated #RealLifeHeroes: humanitarians and front-line workers more worthy of admiration because of their life saving work, especially during COVID-19. 

We worked with comic book artists who usually feature fictional heroes and instead portrayed the stories of real life humanitarians. The resulting films, social assets, and digital content honored #RealLifeHeroes around the world.