Project Originator and Co-Lead
The Syrian refugee crisis is one of the most devastating crisis of our generation. Yet, we saw from our Google Search data that millions of people throughout the world wanted to understand the crisis - but were unable to find the answers they sought.
With this in mind, Google partnered with the UNHCR to create www.searchingforsyria.org. This unprecedented project sought to create an arresting - yet digestible - interactive experience for people to make sense of the largest humanitarian crisis of our time.
By leveraging powerful UN data and non traditional data sources (social media history, Google Search trends, never before released satellite imagery, data visualizations, film, 360º imagery, and before/after comparisons), Searching for Syria combines information and impact to drive users to action.
Creative Partners: Google Brand Studio, R/GA, Living on One, Sender Films
Engagement and action oriented results:
- Nearly 10% of the over 2 million people who visited the site took action by either donating, joining or sharing.
- Average time on site was over 2:43 minutes, with some spending more than 45 mins.
- In its first few days, visitors to Searching for Syria spent a collective 10 years interacting with its content.
- Of the 44,000 clicks to the donate page of the site there were 3,200 donations.
Widespread PR pickup:
- More than +8K press articles globally including The Verge, Le Monde, Der Spiegel, Brussels Times and World Economic Forum
High engagement for UNHCR:
- The project generated the largest spike in new signatures to the #WithRefugees petition since it was launched in 2016
- May 2017, when Searching for Syria was launched, was the second-highest viewing month for UNHCR YouTube video content in the history of their account.
- May 2017 was the highest month in history for new subscribers to UNHCR's YouTube account