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A Social Change Company

in London & New York

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#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.

Key Deliverables:

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



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 now worked with several branches of the UN, including: UNICEF, UNFE, UN Women, UNEP, UNECO, 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://goo.gl/kwmcmj

Key Deliverables:

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


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.

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





MikeMike 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 
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