The United Nations Is Using Facebook Live Filters to Spread a Powerful Humanitarian Message

VML New York’s first work spans TV, out-of-home and digital

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Face-swapping filters and lenses have long been popular as silly, fun graphics used on social media, but the humanitarian arm of the United Nations (or U.N. OCHA) is hoping that the filters will promote a more serious message about what it’s like to live in an area of conflict.

For World Humanitarian Day on Saturday, the U.N. and VML New York are launching one of the first campaigns using Facebook’s recently-launched Camera Effects Studio, the site’s augmented reality platform announced today.

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