OVERVIEW.
Refugees are not just survivors; they are changemakers, tastemakers, dream makers, and so much more. Wherever they come from and wherever they live, refugees are shaping policies, art, traditions, dreams, and futures in both ordinary and extraordinary ways. This campaign aimed to highlight the positive contributions of refugees and celebrate their impact on communities around the world.
Campaign Overview
This campaign included a two-day engagement opportunity in New York City designed to build brand awareness and enhance the social media presence of the International Rescue Committee (IRC). The centerpiece of this engagement was a collaborative mural, inviting the general public to contribute and depict the positive contributions refugees have made globally. The campaign saw participation from over 43 external partners and featured global activations, making it the IRC's most extensive outreach effort to date.
Creative Direction and Execution
As the creative lead, my responsibilities included:
Concept Development: Crafting the overarching theme and message of the campaign, "Refugees Are… Changemakers, Tastemakers, Dream Makers." This concept aimed to shift the narrative around refugees, emphasizing their positive impact and diverse contributions.
Visual Design: Designing the visual elements of the campaign, including the mural's layout, promotional materials, and digital assets. The visual identity was vibrant and inclusive, reflecting the diversity and creativity of refugee communities.
Community Engagement: Organizing the two-day engagement event in NYC, which included interactive activities and opportunities for the public to contribute to the mural. This hands-on approach fostered a sense of community and allowed participants to connect with the campaign's message on a personal level.
Social Media Strategy: Developing a comprehensive social media strategy to amplify the campaign's reach. This included creating shareable content, leveraging hashtags, and collaborating with influencers to spread the word and encourage participation.
Global Activations: Coordinating in-person events at iconic locations such as Washington Square Park and the World Trade Center in NYC, Piccadilly Square in London, and a concert with Sungha Jung in Hongdae, Seoul. These events were designed to engage local communities and highlight the global nature of the campaign.
Partnership Management: Engaging with over 43 partners to support and promote the campaign. This involved coordinating efforts, sharing resources, and ensuring a unified message across all activations.
Impact Measurement: Tracking the success of the campaign through metrics such as social media engagement, event attendance, and partner participation. This data was used to assess the campaign's effectiveness and inform future initiatives.
Through my creative direction, I aimed to create a campaign that not only raised awareness but also inspired action and fostered a deeper understanding of the positive contributions refugees make to our world. The success of this campaign demonstrated the power of creativity, collaboration, and community engagement in changing perceptions and building support for refugees.
