Refugees Bring More Than They Carry
The International Rescue Committee came to us to create an impactful, memorable 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 are forced to leave behind when they flee their countries. We aimed to shift that conversation, focusing instead on all refugees bring to their new homes, too: hope, resilience, culture, future generations, and so much more.
PROJECT TYPE
Campaign
ROLE
Lead Copywriter
AWARDS & RECOGNITION
Bronze, Anthem Awards, Non-Profit Campaign
Bronze, Anthem Awards, Non-Profit Campaign
Finalist, PR Awards, Best in Non-Profit
Finalist, PR Awards, Best in Social Media
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. Our related social assets, web presence, and partner videos also drove awareness to and record interaction with the IRC's pages throughout the week.
