UNHCR - #IMAGINEITWASYOU
About UNHCR:
The United Nations High Commissioner for Refugees is a United Nations program with the mandate to protect refugees, forcibly displaced communities and stateless people, and assist in their voluntary repatriation, local integration or resettlement to a third country.
The Challenge:
Increase donations from Hong Kongers to support relief efforts for the South Sudan refugee crisis.
Our Insight:
Hong Kongers are indifferent to the South Sudan refugee crisis because it is too distant and complex. They feel that there are more important issues closer to home that are more deserving of their attention.
Our Strategy:
Bring the plight of refugees closer to home by putting it in the context of their everyday fears.
Our Approach:
We identified scenarios that our audiences were concerned about, such as drowning, being in a plane crash, or a car accident. We then used these concerns tie our audience closer to the refugee issue, by showing them how becoming a refugee is more likely than they think.
Our campaign was rolled out across UNHCR’s social media channels and newsletters, driving our audience to a dedicated landing page to learn more about the South Sudan crisis and how they can make a difference.
The Results:
ROI of 1.34
Visit the Landing Page here.
Social Media Posts
Credits
Creative Director - Pierre Desfretier
Associate Creative Director - Kunal Kshirsagar
Digital Strategist/Copywriter - Darryl Soh
Art Director - Joash Guevara
Illustrator - Chow Lee