Charity using AR to offer first-hand war experience

ICRC using AR technology to engage

The International Committee of the Red Cross (ICRC) has launched a new AR app to bring the reality of war closer to home for iOS app users.

‘Enter the room’ is an augmented reality narrative told through the eyes of a child. The free app provides a first-person experience of war at a family’s doorstep.

Users enter through a portal on the screen of their device to see the impact of years of fighting in accelerated time as the virtual room transforms from a normal home to a dwelling of suffering and sadness.

Director of communications and information management at the ICRC, Charlotte Lindsey-Curtet, said while Pokemon Go and Snapchat have already introduced the world to augmented reality, this is the first time AR has been used to tell the story of the impact of urban conflict.

“With augmented reality, we can create immersive experiences that showcase the humanitarian situation in a new and deeply moving way,” she said.

ICRC president, Peter Maurer, said 65 million people are fleeing conflict today, 75 per cent of whom live in cities, where battles are increasingly being waged.

“Conflict has devastating impacts on communities, and especially on children. We hope the story told through this immersive app will give people new insights into the realities of war,” he said. “It is a vivid reminder of how urban warfare destroys children’s bedrooms, their homes, and their lives."

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Amazing article Mitchell. I really enjoyed the read. Chatbots will be critical in the future evolution of banking and financial services ...

Giridhar Prathap Reddy

7 businesses successfully implementing chatbots

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

AGA KHAN HOSPITAL is in need of kidney donors for the sum of 2 crore, Contact us today if you want to sell your kidney for money, and thi...

Sebastian Friedrich

Mindshare gets behind blockchain advertising alliance

Read more

Latest Podcast

More podcasts

Sign in