Ad of the Day: 'Could You Forget Everything You've Ever Learned?' asks advocacy group One as it highlights the issues faced by young refugees
Campaigning and advocacy group One's new video which looks to highlight the issues faced by the 3.6 million refugee children denied an education has nabbed our Ad of the Day crown.
Created by Don't Panic, the video shows people from all walks of life, including doctors, students, parole officers and teachers, hypnotised into temporary illiteracy, and then asked to perform basic tasks such as reciting the alphabet, telling the time or writing their name.
The eye-opening social experiment asks viewers 'Could You Forget Everything You've Ever Learned?' and shows how even a temporary loss of literacy can turn someone's world upside down. For those involved in the film, everyday tasks become impossible to execute – and even dangerous – for example, a doctor is seen unable to read a medicine bottle.
The campaign is part of a wider initiative from the organisation which is asking people to sign a petition to put the education of refugee children at the heart of the discussion at the UN's forthcoming Summit for Refugees, as well as president Obama's Leaders' Summit which is taking place next week. If the petition is successful it will set in motion a plan to provide one million refugee children with an education by the end of the school year.
“No one can reach their full potential without an education. We wanted to make that point in the most visceral way possible," said Roxane Philson, chief marketing officer at One. "The volunteers got a small glimpse of how different their lives would be if they couldn’t read or write. But for the millions of refugee children who won’t get an education it’s not just a scary few moments – it’s a lifetime of missed opportunities. This can and must change."
Joe Wade, managing director at Don’t Panic, which has produced several other charity-focused attention-grabbing spots, said the film "manages to capture an array of emotions faced when people are robbed of the ability to function in everyday life."
"From anger, distress and shock as people are completely terrified by their inability to do tasks they regard as essential in their everyday lives," he added.
You can watch the film in full by clicking on the picture below.
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