Background

The International Committee of the Red Cross (ICRC) ensure humanitarian protection and assistance for victims of war and other situations of violence. Despite being a vast, Nobel Prize winning organisation not a lot of people are aware of what they do.

Idea

Use an interactive Twitter thread (a Threadventure, if you will) to allow people on Twitter to step into the shoes of a frontline negotiator and be forced to navigate the many decisions and challenges faced by ICRC negotiators on a daily basis. The choose your own adventure took people down a myriad of different storytelling roots - with one root (the most successful one) leading to the ICRC careers page prompting the person to apply for a job at the organisation.

Results

The charities most engaged Tweet of all time, it received over 1.2m impressions, was retweeted in over 100 countries and even became a teaching aid in universities.

Recognition

Webby Honoree Award for best use of story in the social media category.