On August 4th 2020, the fourth largest explosion in recorded history tore Beirut apart. With Lebanon already deep in economic collapse and a government that failed to respond, grassroots NGOs were the only entities keeping the city afloat. They needed support, and they needed the world to keep watching.

We partnered with Instagram to create the world's first dynamic AR filter with a live counter. It automatically counts up the days since the explosion, every single day, with one message: Never Forget Beirut. We called on the Lebanese diaspora to use it, share it, and tag Lebanese NGOs in the process, keeping the conversation alive and donations flowing. The campaign delivered over 100,000 organic impressions in under a month and put more than 70 active NGOs directly in the spotlight.