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The film moved millions of people. The question was what to do with that moment.
The site had to turn emotion into understanding, and understanding into something people could act on. It couldn't feel like an accusation. It had to invite people in.
I wrote it in its entirety. The print work too.
Millions came to the site and stayed—reading, taking the quiz, and sharing their own stories—on the site and across social.
The work didn’t just extend the campaign. It gave it somewhere to go.
It won at Cannes, Clio, D&AD, and beyond.
