Short Case ICRC / React for Real

What is a reaction really worth?

2021. As the world was leaving Afghanistan, the ICRC stayed — operational across the country, urgently needing donations to keep its teams on the ground. Online, millions reacted to the news. We made those reactions count.

Creative Idea / Social / Non-Profit

♥= $

Every reaction,
given real value.

The Idea — React for Real

When disaster strikes, people react on social media — hearts, likes, tears. But how much potential monetary value does every one of those reactions hold?

React for Real put a number on it: an emotional, data-led film inspired by the timeless expression ‘If I had a dollar for every time…’ — demonstrating the potential monetary value of the social reactions for Afghanistan. Launched across 17 countries, in 3 languages.

55%

Of people who engage with non-profits on social media take some sort of action

59%

Of those go on to donate money

The Work

From feeds to the field.

The CaseICRC — Afghanistan, 2021

+200%

Increase in donations

63%

First-time donors

5.4MM

People reached

422K

Engagements

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