Droga5 Sydney behind Beyoncé-led campaign for World Humanitarian Day

International pop star Beyoncé will front a new campaign, I Was Here, for the United Nation’s World Humanitarian Day.

The campaign, by Droga5 Sydney, will include a single – yet to be recorded – from the RnB star.

The aim of the campaign is to put a spotlight on humanitarian work and encourage people around the world to get involved by doing something good for others.The music video for Beyoncé’s song, also called “I Was Here”, is to be filmed in the UN General Assembly Hall in New York in front of a live audience.

Accompanying the single is a website that allows users a chance to share their acts of good.

The campaign, which is in aid of many global humanitarian organisations, aims to reach 1bn people in one day, 19 August, the day of the single is released.

Valerie Amos, UN under-secretary-general for humanitarian affairs said: “World Humanitarian Day celebrates humanitarian work. I hope everyone will pledge to complete at least one humanitarian action – however great or small – through Together we can create an unprecedented awareness of the plight of people affected by crises around the world.”

Duncan Marshall, Droga5 Sydney’s ECD said: “To be asked by The United Nations to work with them on this and other initiatives is an extraordinary privilege. And to use the skills we learn in this industry to hopefully make real change to people’s lives is an opportunity everyone here at Droga is thrilled to have.”

Droga5 is the UN humanitarian arm’s lead agency. Hollywood directors Ridley and Tony Scott’s advertising production company Ridley Scott & Associates, with director Kenzo Digital helping to bring the campaign to screens.


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