“There are few forces for good as extensive and important as the United Nations. Being able to work with them and other global aid organizations for World Humanitarian Day is a humbling and extraordinary opportunity,” said David Droga, founder and creative chairman, Droga5, of his company’s participation in the efforts for World Humanitarian Day.
Every year on August 19th, World Humanitarian Day recognizes those who face danger and adversity to help others. August 19th is the anniversary of the 2003 bombing of the United Nations headquarters in Baghdad, Iraq, which killed 22 people.
Droga5 Sydney was given the honour of launching, I was Here, the global campaign for this year’s World Humanitarian Day. "To be asked by The United Nations to work with them on this and other initiatives is an extraordinary privilege. And to use the skills we learn in this industry to hopefully make real change to people’s lives is an opportunity everyone here at Droga is thrilled to have,” said Droga5 Sydney’s executive creative director, Duncan Marshall.
The campaign leads to a performance by Beyonce of her song, I Was Here, at the UN General Assembly in New York, which will be filmed in front of a live audience. It will be released globally on August 19th. Beyoncé and songwriter, Diane Warren, are donating the video to the campaign.
“We all see the headlines and we think what can I really do to help,” Beyoncé said of her participation. “World Humanitarian Day is an opportunity for all of us to work together to make a difference. This is our time to leave our mark on the world and show that we were here and we care.”
Droga5’s campaign website provides everyone with an opportunity to unite and share his or her individual acts of good. The campaign aims to reach 1 billion people in a day (August 19th) with a single message. Adele, Justin Bieber, Paolo Coelho, Charlize Theron and Lady Gaga (who have hundreds of millions of social media followers) have also put their names to the project.
Droga5 is the UN humanitarian arm’s lead agency for special projects. Production company, Ridley Scott & Associates, and directors, Kenzo Digital and Sophie Muller, added their skills to the project.