International Day of Peace on Facebook
Peace starts with adding a little bit
of love to the world.
For International Peace Day, we created a unique experience on Facebook to remind people to choose love.
This quick film introduces our simple idea: we can get a little bit closer to peace when we all decide to add a little love to the world.
This in-feed unit introduced the activation to people everywhere. The symbology succinctly connects peace with love while leveraging the familiar imagery of the Facebook love reaction – giving Facebook an authentic way into the conversation.
Surprise and delight
If you chose love on Peace Day (by literally tapping the Love reaction) a special easter egg effect was revealed.
To bookend to the activation we followed up with everyone who decided to “choose love” on Peace Day to remind them they’re part of something larger. The only way to get closer to peace is together.
Data showed that a statistically significant additional percentage of people chose love on that day because of the campaign.
Creative Team Scott Dobbin, Chris Trumbull, Luke Martin, Lizy Sexton, Animade