• by Larissa Faw , August 18, 2017

The United Nations is one of the first organizations to incorporate Facebook Camera Effects as part of a campaign to heighten awareness of the harrowing experiences of civilians in war zones. The Facebook Camera Effect uses the Facebook Live and Camera platforms as an interactive teleprompter.

The #NotATarget campaign invites Facebook users through promoted posts, media, and user shares to utilize FCE to tell stories of civilians caught up in battle zone situatons

The story will appear on the screen like a teleprompter, and FB users will read the story live to share with their followers. Viewers will be able to react in real time through Facebook emojis and Facebook Live chat notifications.

VML serves as the lead agency for the United Nations World Humanitarian Day and developed the functionality for the Camera Effect.

The campaign kicks off Friday August 18 in NYC's Times Square with an event featuring celebrities Charlize Theron, Michael Douglass, Larry Fitzgerald as well as the UN Secretary-General and others. User-generated content from the UN’s Facebook Camera Effect will be featured in real time on an electronic billboard there.

In addition to this Facebook Camera Effect, the 360-degree campaign will include global broadcast TV, contextual OOH placements, a global social campaign that includes participation by various UN agencies and partner organizations.

There’s also a call to action to visit WorldHumanitarianDay.org, where people can sign a UN petition asking world leaders to protect civilians caught in armed conflict.