Leading up to and on World Humanitarian Day 2017, the United Nations (UN) needed global citizens to act on behalf of civilians in conflict zones. To get people to connect with the cause, ad agency VMLY&R worked closely with Facebook to create a Facebook AR Mask/Live camera effect. Acting as a teleprompter, the social media filter fed in a script of a real firsthand account of civilians caught in conflict. The AR filter was developed at Jam3 specifically for Facebook Live so that the video of a Facebook user narrating the script would begin to stream immediately upon recording, capturing real reactions from the user. The last line of the teleprompter clearly summarized the mission of the Not A Target campaign.