As the global refugee crisis worsens, compassion fatigue has crept into a wider society now accustomed to a daily influx of tragedy. One of the largest organisations handling the crisis, the International Rescue Committee, hosts a yearly gala event to celebrate the achievements of the charity over the last year and raise funding for the challenges to come. With so much media coverage creating an almost numb environment, how can we capture the attention of those in the room (as well as creating an internet moment for people around the world) without relying on the emotional draw of traditional fundraising videos?
We chose an unusual (and tricky) route for those dealing with tragedy - comedy. Utilising the incredible talents of Keegan-Michael Key and his 'anger translator' character Luther, we were able to create humour in his overblown angry outbursts prompted by the facts surrounding the crisis, whilst reminding the audience of the sheer injustice of the global situation in his righteous indignation. This anger was tempered by the calm hand of the IRC's president David Miliband, creating an unlikely pairing that provided a surprising way to open the event, as well as triggering the 'OMG' factor across the internet, helping the message spread even further