After three years of conflict in Syria, international attention about the issue had waned. The devastating humanitarian crisis engulfing Syria’s children was being ignored.

Save the Children UK partnered with Don’t Panic, UNIT9 and Burning Flag to create a compelling short film to help raise support for the victims of the war in Syria. The video earned over 21 million views on YouTube in its first five days, with more than 53 million views to date. The video, set in a dystopian London, shows the tragic impact that violence and terror can have on a child’s life.

The Most Shocking Second a Day Video has been awarded ADWEEK Ad of the Week and Creative Review Ad of the Week. It has risen to the top of Ad Age Viral Chart, landing Creativity Pick of the Day. In March of 2014, The Most Shocking Second a Day Video became the first non-profit advertisement to be named the most popular advertisement of the month on YouTube. It was awarded a Gold Cyber Lion for best Social Video in June of 2014.