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Through the Education In Motion campaign, VICE Media Benelux and the European Commission's department for EU Humanitarian Aid have joined forces to spotlight the resilience and transformative power of education in regions affected by crises.
Humanitarian emergencies pose a significant risk to the education of young people globally. Recognizing education as both a fundamental right and an essential need, the European Commission's EU Humanitarian Aid department has actively campaigned to protect it. In support of this commitment, they initiated the #EducationNoMatterWhat campaign. In a unique partnership, VICE World News and the European Union launched Education In Motion, a film competition designed to emphasize the significance of educational opportunities in areas affected by humanitarian crises.
The contest invited youth from the EU to creatively express the untold stories surrounding education, culminating in the production of engaging short documentaries. Varvara Mozhaieva won the competition, and her winning entry tells the inspiring tale of Zosya, an 18-year-old visual artist from Ukraine who, amidst the backdrop of conflict, seeks to forge a future as an Art student in Düsseldorf.
The film serves as a moving tribute to the transformative effects of art and education, showing how access to resources, knowledge, and expertise can help people rebuild their lives and maintain connections to their heritage and memories from Ukraine. To extend the reach of its message, the Education In Motion campaign utilized a multi-platform approach, combining advertorials, social media videos, and carousels.
The 15-minute video begins by drawing the audience into a deeply personal account from Zosya, as she vividly recalls the day she had to flee her home. Despite finding safety in a foreign land, the lingering fear of war still haunts her. The overwhelming uncertainty makes it challenging to hold onto her sense of identity. However, through her art, Zosya manages to capture and preserve her emotions and memories of home. Her drawings, full of life and emotion, add a touching and stirring dimension to the video, enhancing its visual and emotional appeal.
As the documentary progresses, the focus shifts to Zosya's life at the Academy of Art in Düsseldorf. This special program, designed for Ukrainian students like her, provides not just an academic education but also a creative sanctuary. Art becomes a medium for expression and healing, allowing students to portray more than just their trauma. For Zosya, the art class reveals the broader vistas of her new life, where even the beauty of an apricot tree holds deep significance, serving as a reminder that there is more to life than the shadows of war.
In the video, Zosya reflects on the struggles of those back home who act as if life has returned to normal, despite the ongoing war. After a heartfelt phone call, she joins her classmates in sharing their mutual longing to return home. The video's soft color palette invites the audience to deeply empathize with their emotions, encouraging reflection. It concludes with Zosya expressing her dream of either reuniting with her father or returning to Kharkiv, emphasizing the importance of holding onto the hope of returning home, even if it seems unattainable.
This poignant documentary was recognized as a Platinum winner in the Branded Content - Documentary category at the 2023 LIT Awards. The film's compelling narrative and emotional depth, which beautifully illustrated the transformative power of art and education amidst adversity, earned it top honors. The LIT Awards, known for celebrating innovative achievements in film and media, highlighted this documentary as an exemplary piece that not only informs but also deeply moves its audience.
Credits
Entry Title: Education in Motion
Entrant Company: VICE Media in Benelux
Client: European Commission department for EU Humanitarian Aid
Winning Category: Branded Content – Documentary
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