ICRC — Campaign , digital by twks: Digital Dilemmas: Humanitarian Consequences

Services: Campaign; Digital
Industries: Institutional

The ICRC entrusted TWKS with a rare mission: making the invisible visible. The digital threats facing civilians in wartime have no image, no shape, no apparent urgency. And yet, they kill. The challenge was twofold. Create an immersive experience powerful enough to leave a lasting mark. And design it, from the outset, to travel wherever political decisions are made.

A frontal experience

No conventional awareness campaign. A confrontation. Digital Dilemmas places everyone face to face with an impossible choice: send a message to loved ones, or risk exposing them. No distance, no comfortable narrative. The stakes are immediate, personal, physical.

In Geneva, on the Place des Nations, the public discovered this reality through an interactive scenography that disrupts and confronts. Not an installation you look at. An installation you walk through.

From Geneva to New York

The following year, the experience travelled to UN headquarters in New York. Facing it: heads of state and global decision-makers, confronted with the same digital dilemma. Same scenography, same confrontation, but this time in front of those who write the rules. An idea born on a public square in Geneva became a tool of pressure at the highest level of international diplomacy.

That's exactly the conviction behind the project. A strong idea doesn't burn out in a single event. It travels, it amplifies, it becomes a lever.

A format that keeps travelling

The story doesn't end in New York. Digital Dilemmas continues to travel today, to Seoul and beyond, following the major gatherings where the rules of digital technology and humanitarian law are discussed. Each new stop confirms the original idea: a tool designed for local impact can become a global diplomatic instrument, without ever losing its initial power to confront.

Results

Over one million people reached worldwide. Major international media coverage. A format now ready to accompany every major political gathering. And recognition of TWKS as a strategic and creative partner to the ICRC, capable of turning complexity into a universal, memorable experience.