Raising Awareness
THE SETTING
The UN Refugee Agency (UNHCR) is mandated to aid and protect refugees, forcibly displaced and stateless people worldwide.World Refugee Day is an annual commemoration of these individuals, and an opportunity to further amplify awareness surrounding their plight. The Liaison Office of New York wanted an innovative collaborator to advance World Refugee Day outreach and events by liaising with partners and attracting the public’s eye - and ear.Strategy Development and Execution
TARGETED PLACEMENTS
Intentional ads with targeted messaging - to educate the public on the myriad of refugees, were placed in key markets to communicate messaging to target markets (New York City dailies averaged 70,000+ readers), and nontraditional venues were also utilized to generate awareness, such as during games at Yankee Stadium and illuminating the Empire State Building in blue to pique interest in Manhattan, and beyond. World Refugee PSAs also ran on a Times Square SuperSign, inside gyms and retail stores, grabbing over a million viewers per day. Images of the Empire State Building and Times Square made the United Nations daily media conference and release. It was shared on UNHCR and partners’ digital platforms, reaching more than 1.5 million. SOCIAL MEDIA ENGAGEMENT
The organic reach was more than 6.8 million via social media on average (not including shares, partnership posts or other promotions). COMMUNICATION
In order to connect with different audiences, several traditional methods were utilized. Press releases and digital and formal invitations were created and disseminated. Speeches and remarks were composed for the director of the New York Office to inspire and educate audiences. Behind the scenes, ongoing liaising with the European Union and additional countries and embassies, civil society partners, stakeholders, nonprofit organizations and vendors led to a cohesive event.All Eyes on World Refugee Day
The World Refugee Day events were designed to inform guests and incorporate refugees into every element, down to the partnerships and vendors hired. SUSTENANCE + SANCTUARY EVENT
The meaningful Cathedral of Saint John the Divine on Manhattan’s Upper Westside was chosen as the venue.
An Art Works Projects film based on a refugee family’s journey was projected on the Cathedral’s spires for New Yorkers near and far to see.
Central Saharan pieces performed by Nigerien and Malian musicians created a harmonious community gathering.
Andrew McConnell’s “Hidden Lives: The Untold Story of Urban Refugees” photo exhibit opening, presented by the International Rescue Committee, added an intimate and VIP experience inside the Cathedral, accessible only to guests attending the private pre-event.
“STATE OF THE WORLD’S REFUGEES” INTERACTIVE EXHIBIT
We developed and built an engaging photo and virtual reality exhibit inside the United Nation’s lobby. The VR story, “Clouds Over Sidra,” brings you to the Za’atri Camp in Jordan through the eyes of a 12-year-old girl attending classes, and going about her daily routines. The photos echoed the “State of the World’s Refugees” book through moving images and thoughtful statistics.
The replica of a UNHCR tent provided, set with personal items collected over the years, gave an intimate view of refugee’s makeshift homes.
Showcasing refugees’ strength and fortitude was the event’s touchpoint, and was woven throughout: from the catering company run by former refugees, to songs performed by Gatumba (Democratic Republic of the Congo) massacre survivors and former refugees, Sandra Uwiringiyi’mana and Adele Kibasumba.
FilmAid also premiered an inspirational video filmed in the Kakuma Refugee Camp in northern Kenya, set to the Welsh band, The Joy Formindable’s single, “A Heavy Abacus” featuring young Sudanese refugees.
The private event welcomed more than 250 guests, the United Nations secretary-general and its deputy secretary-general. The exhibits were left on display for two weeks, so the general public and other visitors could enjoy it before it went on an international tour.
