The three-minute film features 'urban freerunner' Lewis Byrne’s attempt to traverse 50,000 square metres of London’s South Bank without touching the ground.
It has received more than half a million hits and has become the most viewed, top-rated and all-time-favourite film in the non-profit category on YouTube.
The film, called Dangerous Ground, is intended to convey the message that for millions of people around the world being on the ground is dangerous because of the threat of landmines.
“Nearly 10 years on from the international treaty to ban landmines, many people think the problem has been solved,” said Becky Maynard, head of fundraising at No More Landmines. “Although it might not make the news, however, millions of people are still affected by landmines around the world.”
The film is also featured on the charity’s campaign website, which is attempting to raise £50,000 to clear a minefield in Cambodia.
The charity received pro bono slots on digital TV for the film during December, which is accompanied by a 50-second commercial. Both will be shown in cinemas in January.
The film was made in collaboration with advertising agency CHI & Partners. Byrne and Andy McCleod, the director, gave their time for free.