Ogilvy: EMERGENCY’s A Day Of Peace

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One year after the outbreak of war in Ukraine, EMERGENCY and Ogilvy Italia joined forces to create "A Day of Peace," a powerful short film reflecting on the urgent need for peace and its true significance. The world faced an unsettling reality as the threat of a nuclear war loomed closer, with the Doomsday Clock ticking to 90 seconds to midnight—the most critical situation since World War II.

EMERGENCY has always been a staunch advocate against war, emphasising the imperative for humanity to consider the devastating consequences of inaction. With the fear of nuclear conflict rising, the concept of peace took on a whole new meaning.

"A Day of Peace" narrates the poignant story of a man who survives a nuclear war, wandering through the deserted streets of his city in search of other survivors. The film captures his day-to-day struggles, from his awakening to his journey through a ravaged urban landscape, where the remnants of his past life haunt him through traces like a newspaper announcing the impending nuclear disaster.

Initially, the film conveys a sense of tranquillity and silence, seemingly a return to peace. However, as the camera pans out, a poignant realisation unfolds – the man is entirely alone in a world devoid of life. Loneliness and despair set in, amplifying the stress and grief he carries. The narrative masterfully underscores that a nuclear conflict would strip away any conventional notion of peace, leaving only a desolate and uninhabitable world behind.

Gino Strada, EMERGENCY's founder, once stated, "People must erase war from history, or war will erase men from history." The film serves as a profound reminder that the only way to avert the horrifying concept of a false "peace" is to eliminate war altogether.

"A Day of Peace" made its debut on 24 February, garnering widespread attention across multiple platforms. The short film was shared on EMERGENCY's website, YouTube channel, and various social media platforms (Facebook, Instagram, Twitter), resonating with audiences both in Italy and globally.

The impact was monumental, as the film quickly amassed 7.5m views within 48 hours of release, reaching a staggering 35m people worldwide. Furthermore, it sparked discussions and appeared in 500 articles globally, attracting significant media coverage. The film became a catalyst for EMERGENCY, helping the organisation extend its outreach to a broader audience, and generating over 40,000 site views compared to previous campaigns.