International Rescue Committee
My role:
Lead Copywriter
Project type:
Campaign, Social
Year:
2022
The International Rescue Committee came to us to create an impactful campaign for World Refugee Day. Our concept was rooted in a cultural truth: the refugee story is often told by others in the past tense, focusing solely on what refugees were forced to leave behind when they fled their countries.
We aimed to shift that conversation, focusing instead on all refugees bring to their new communities, too: hope, resilience, culture, future generations, and so much more.
Giving refugees a voice
Using real refugee voices and personal footage, we handed the mic to the people who could share their experiences best. And because our concept hinged on refugees showcasing their own unique stories, we worked with a dynamic mix of film, stills, and user-generated found footage.
Our art direction took a scrapbook style approach, marrying the variety of media in a nostalgic, intimate, and authentic way.
OOH & Social
Our anthem film debuted for a weeklong Times Square placement in New York City, while our social assets, web presence, and partner videos drove awareness to and record interaction with the IRC's pages throughout the month.
Team
About
Hey, I'm Kaitlyn! I write and produce content that helps brands and organizations tell their stories.
© 2026 Kaitlyn Powers. All rights reserved.
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