UNICEF Turkey · 2017
A 14% donation conversion rate from 12,000 headset views worldwide.
A VR fundraising film for UNICEF Turkey, from field scouting to a cut built for headsets we would never see.
The challenge
After the Mexico film, UNICEF Turkey commissioned a second immersive production, this time for their global fundraising network.
The scale problem was a different shape. Mexico was 17,000 headset views on one national circuit. Turkey meant 12,000 views spread across donor events and corporate activations worldwide, with no control over the room any of them happened in.
The approach
We found the story in the Syrian refugee community in Turkey and told it through a teenage boy trying to keep his education going while displaced.
Field scouting, then two weeks of production, then a post pipeline built specifically for distributing to headsets we would never see. The fundraising ask is inside the film's closing sequence rather than bolted on after it.
The work
Films
The results
12,000 headset views globally. 14% of people who watched went on to donate, raising $120K USD.
The production workflow we built for it became the template for two later UNICEF VR productions in other markets.
Related projects
All work
We apply the same thinking to every engagement.
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