INTERNATIONAL RED CROSS

How do you help the International Red Cross raise awareness for a power crisis in Gaza, when their primary audience lives a stable, comfortable life halfway around the world?

You create a TikTok challenge.

We asked top creators to do what they do best—in the dark—and prove just how important power is as part of everyday life.

The challenge turned the social platform where people flaunt their skills, into a place filled with fails. Turning off the lights became a simple yet powerful way to visualize the ongoing crisis that had been so easy to ignore.