From Aleppo and Yemen, to the refugee crises and beyond, conflict across the Middle East in 2016, and its many repercussions, had presented a bleak outlook going into the festive period. Humanitarian charity Doctors of The World, whose fearless volunteers provided vital medical aid across the region, needed to raise awareness and donations at this critical time.
The cards created 1.78 billion online impressions, an 1853% increase in website traffic, acting as a catalyst for 152,468 ‘Free Aleppo’ petition signatures, and helping donations soar 336% above the initial target, enabling Doctors of The World volunteers to continue to provide medical aid across the Middle East.
Every Christmas, romanticised images of the ‘Holy Land’ are posted out as greetings cards. Everything looks calm and peaceful. Yet today, the Middle East is ravaged by war. Doctors of the World sought to remind people of this inconvenient truth with #RealityXmas, a set of Christmas cards designed to spark debate, provoke outrage, get petition signatures and increase donations. Combining traditional nativity scenes with 2016 editorial war images, the cards went global, gaining an unprecedented response.