A Social Change Company

in London & New York












World Hepatitis Alliance

Brand development and digital strategy to build a global campaign to eliminate hepatitis by 2030.

Emote: We created an entirely new movement campaign and brand to unite hepatitis activists, launching on World Hepatitis Day at Piccadilly Circus, London and online through a bespoke website, PSA video and social media outreach.
Educate: The new site held an animation, hundreds of resources in all official UN languages and functionality such as editable posters and shareable facts for activists to learn about the campaign and actively participate.
Action: Viewers were prompted to sign up to the movement, and send their own content to show on the site.
Result: A truly global uptake of the hashtag on social media, over 270,000 views on Youtube and over a thousand activist sign ups from across all continents.

Visit the site: http://www.nohep.org

Key Deliverables:

  • Campaign design, branding & strategy
  • Graphic design of multiple digital and real-world resources
  • Animation and Launch PSA concept, production and distribution
  • Movement Website platform & splash page production
  • Social Media Consultancy and Implementation
  • Launch strategy and distribution
  • Piccadilly Circus Launch Stunt planning & execution

National Health Service (NHS)

A landmark digital campaign to change the way young people access healthcare, with brand, app, social & video content development featuring YouTube influencers.

Emote: We engaged the Youtube community to create a PSA video involving several influencers, and supported this with a series of printed materials, twitter videos and own Youtuber content.
Educate: All this content pointed to a bespoke landing page, which showcased the functionality of the app and housed the PSA.
Action: The landing page then pointed to the relevant app stores where young people could download the app.

Result: Hundreds of thousands of views across all content and hundreds of downloads on launch day alone, as well as follow up with national media.

Visit the site: http://www.nhsgo.uk/

Key Deliverables:

  • Initial brand development
  • Campaign and social media launch strategy
  • App development and testing
  • Creation of launch materials and video
  • Bespoke distribution lists and email strategy

PLAN International 

#LearnWithoutFear Social Content
Social Content campaign tackling violence against adolescent girls in the UK and Internationally 

Emote: We created various pieces of content for social media including animated gifs, celebrity macros, infographic posters and short video clips to target audiences and drive them towards an action page. We supported this with a social media strategy targeting influencers and for them to share the campaign materials. 
Educate: Audiences from social and news media were directed to a landing page where they can learn more and take action.
Action: The landing page also incentivised sign ups and social media sharing.
Result: Hundreds of retweets, likes and shares, a million+ views on video content, average rate of follow-ship on Twitter and Facebook doubled during campaign, engagement increased to a level not before seen, and audiences successfully began clicking through to take action on the landing page. 

Key Deliverables:

  • Social Media Strategy
  • Content Development (Design and Video) 
  • Campaign launch

Think Equal

  • A new UN initiative faced by high profile influencers such as Meryl Streep, Think Equal is an entirely new brand for a movement revolutionising global curriculums with key education stakeholders, engaging young people with equality and diversity studies in schools, to combat gender-based violence in later life.

  • The aim of the initiative is to get compulsory education around women’s rights, equality and diversity in curriculums across the world – educating young hearts and minds.

    Visit the site: http://www.thinkequal.com/

Key Deliverables:

  • Movement Branding
  • Campaign Strategy and Language
  • Site Development
  • Printed Materials and Campaign Material

Macmillan Cancer Support

A Cancer Open London

A selection of content campaigns supporting Macmillan’s vision of an inclusive Britain, which extends Cancer care and begins to address patients as individual people.

  • Working with Macmillan’s incredible Inclusion team, we asked people to imagine a London where everyone did their bit to help those affected by Cancer though providing, amongst other things, access to events, transport and support.

  • We created a hidden-camera video focused on interweaving the aims of the Cancer Open London strategy into a series of real life surprises for two inspirational individuals affected by Cancer.

  • The aim is to inform and inspire viewers, turning them into advocates of Macmillan’s push towards a more inclusive, and caring, London.

  • We completed the project by producing a selection of films addressing diversity amongst cancer patients and the need for better inclusivity.

Key Deliverables:

  • Hidden Camera filming
  • Campaign strategy
  • Video Production and editing

Comic Con, MCM

A global campaign to challenge diversity in cinema and target DC and Marvel.

Emote: Iceman, Mystique, Catwoman and many other well known superheroes are written as LGBT in the comic books, only to then appear as ‘straight’ when they hit the big screen. In partnership with Comic Con, we created a suit of different pieces of content, including a complete mock-up trailer of what it would look like if Iceman were brought to life on screen accurately.
Educate: The trailer and other content sparked interest with news coverage and ignited social media conversations around hashtags. Coverage included LGBT specific media, however also popular culture media including Now This, Mashable and Huffington Post. All content signposted audiences to a landing page, to educate them further and turn them into advocates.
Action: The landing page provided a petition which targeted Marvel and DC, encouraging film studios to “stick to the script.”
Result: The trailer saw over 120,000 organic views on Youtube and over 400,000 views on Facebook. The petition landing page saw over 50,000 unique hits. The trailer was also exclusively screened at Comic Con, London to a live audience of over 500 people.

Visit the site: http://www.shapehistory.com/lgbtsuperheroes

Key Deliverables:

  • Campaign design, branding & strategy
  • Content development across fim and graphics
  • Landing page development
  • Social Media Consultancy and Implementation
  • Launch strategy and distribution



United Nations

  • For the United Nations, Shape History has worked across a variety of unique and powerful campaigns, including launching a landmark movement for LGBT rights, Free and Equal.
  • We have worked with several branches of the UN, including: UNICEF, UNFE, UN Women, UNEP, UNESCO, OHCHR and the UN Foundation.
  • For the launch of the Free and Equal campaign;
    • Our founder, Mike Buonaiuto, worked with the United Nations Office of Human Rights to launch a landmark movement for LGBT rights, fuelled by a unique content platform that hosted inspiring video, images and animations with global partners.
    • With 2.3 Million views, United Nations Free and Equal’s highlights included the production and distribution of the first ever Bollywood music video for gay rights with Celina Jaitly.
    • Other highlights included several animated infographic videos with Secretary-General Ban Ki-Moon, who anchored the project.
    • The campaign started over 1 billion conversations online concerning the need for global LGBT Equality.
    • We have also worked with a selection of other UN branches, developing strategies, content and engaging audiences around the world

Visit the Free and Equal site here: www.UNFE.org

Key Deliverables:

  • Movement Building and Campaign Strategy
  • Campaign launch (launching a brand new movement with the United Nations)
  • Video and Graphic Content development to fuel growth
  • Content distribution to get messages seen and shared



Click on the white arrows on the images below to cycle through our graphic and video work

Anthony Nolan

Destination Cure
An integrated campaign against Governmental cuts to Blood Cancer funding.

Emote: We created an emotive 3D graphical animation to educate and inspire action.
Educate: The audience were directed to a landing page that explained the cuts and where to receive support.
Action: Viewers were prompted to write directly to their MP on the issue.
Result: An increase of over 60% in grassroots activism, and 6,000+ letters signed to MP’s across the UK. The campaign collected celebrity endorsements on Social Media and received National news outlet coverage.

Visit the site: http://actnow.anthonynolan.org/ea-action/action?ea.client.id=1942&ea.campaign.id=38188

Key Deliverables:

  • Campaign branding
  • Campaign launch strategy
  • Animation production
  • Website and graphic content production / distribution

UN Environment Programme

Sea Me
A global campaign to unite international actions against plastic waste, in order to keep our oceans clean.

Emote: We provided the creative direction of the campaign, designing the logo, name and identity, helping form how the campaign would speak to audiences.
Educate: We provided the United Nations with a splash page pitch deck, which expressed the identity and purpose of Sea Me, as well as offline documents such as social media strategy and branding advice.
Action: We equipped the United Nations with online and offline materials to help the client secure sponsorship for this campaign from international donors.

Result: Having built a strong identity, the United Nations are now reaching out to donors to convert this campaign into a truly global movement.

Visit the site: http://www.shapehistory.com/seame/

Key Deliverables:

  • Initial logo and identity development
  • Campaign branding
  • Campaign Social media strategy
  • Splash page and graphic content production


Work For Good

A new, innovative way of helping good causes.

Emote: To help launch the scheme we created a 90 second animation to present Work for Good to the world.
Educate: The animation was informative in its own right, explaining the process of giving, but it also directed viewers to the new site.
Action: Viewers were then asked to register their business on the site, to kick start their involvement in Work for Good.
Result: The website and animation are now live, with Shape History piloting the scheme of donating your skills in the creation of this animation.

Visit the website: https://workforgood.co.uk/

Key Deliverables:

  • Character design
  • Movement branding
  • Animation storyboarding and creation




Canadian Cancer Society

HPV Vaccine
A bi-lingual campaign to advertise the HPV vaccine for Canadian children.

Emote: We brought to life a story of a cancer patient in an captivating and sharable video and created a series of posters and infographics which could be downloaded and used in schools.
Educate: The content drove audiences towards a landing page where they could learn more.
Action: Viewers were prompted to download the toolkit, to get their child vaccinated and to email their provincial MP.
Result: So far at least 2,000 schools in Canada have taken part, and there is growing pressure on government to include boys on the vaccine programme.

Key Deliverables:

  • Campaign branding
  • Website and content production / distribution
  • Video production
  • Infographics and Posters in French and English
  • Distribution





Boy in a Band
We created a video campaign for youth audiences bringing together a Youtuber and charity, to encourage sign ups to SomeWhereTo_, a National Lottery funded initiative providing free space to young people to fulfil their potential.

Viral music video with YouTuber BoyInABand.
Video content drove audiences to a landing page where they could learn more about SomewhereTo_’s service for young people.
Audiences could also sign up on the landing page to the service.
2 Million + Views / driving SomeWhereTo_ member growth.

Visit the website here: https://somewhereto.com/boyinaband/

Key Deliverables:

  • Music Video Production
  • Web Development and Design
  • Campaign launch strategy
  • Campaign distribution across news and social media





#LoveAlwaysWins: Sochi Olympics
Digital campaign tackling anti-gay laws in partnership with AllOut.org

Emote: We created video and graphic content that focuses on LGBT rights and the Winter Olympics, which included a merchandising campaign with American Apparel.
Educate: Audiences from social and news media were directed to a landing page where they can learn more and take action.
Action: The landing page also incentivised petition sign ups and social media sharing.
Result: After 1.5 Million + Views 15 million hashtag impressions, the International Olympic Committee added anti-discrimination to future bid rules.

Key Deliverables:

  • Movement Branding
  • Campaign strategy
  • Campaign launch
  • Video and Graphic Content development to fuel growth
  • Content distribution to get messages seen and shared





Mike Buonaiuto

Executive Director



Whilst we’re a remote company, if you’re in London…

Pop in to see us at the Picturehouse in Central Piccadilly. We’ll grab a coffee, catchup and perhaps even a movie!

Or if you’re in New York

Let’s arrange a catchup at Flatiron, Manhattan. 


London Address:

Picturehouse Central Piccadilly,

Corner of Shaftesbury Avenue,




Alex NewAlex Thompson-Armstrong

Head of Campaigns and Communications