UNHCR (United Nations High Commission For Refugees) Promo, Case study 1 IS TOO MANY by Y&R Geneva

1 IS TOO MANY

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market Switzerland
Agency Y&R Geneva
Creative Director Bob Heron
Art Director Lara Pijoan, Frederic Savioz
Released June 2011

Credits & Description

Category: Public Sector
Advertiser: UNHCR
Product/Service: REFUGEE ADVOCACY
Agency: YOUNG & RUBICAM BRANDS GENEVA
Creative Director: Bob Heron (Young / Rubicam Group Geneva)
Chief Executive Officer: Marcus Brown (Young / Rubicam Group Geneva)
Art Director: Frederic Savioz (Young / Rubicam Group Geneva)
Art Director: Lara Pijoan (Young / Rubicam Group Geneva)
Account Director: Eric Schallenberg (Young / Rubicam Group Geneva)
Client: Susannah Lovatt (UNHCR)
Client: Leigh Foster (UNHCR)
Client: Melissa Fleming (UNHCR)
Media placement: Consumer Communication - OOH Posters - Local UNHCR Markets - June 2011
Media placement: Consumer Digital Banners - Major Online Newssites As Well As Yahoo, CNN, MTV, Reuters, Adconian, Skype - June 2011
Media placement: Public Service Announcement (PSA) TV Spot - Euronews, CBS, CNN, Bloomberg, CNBC, ESPN, FOX, MTV, AETN, Facebook - June 2011
Media placement: Consumer Digital Microsite - Standalone, And Accessed From UNHCR Homepage - June 2011
Media placement: Consumer Digital UNHCR Website - Presence On Main UNHCR Website - June 2011
Media placement: Consumer Digital - Sponsored Stories - Facebook - June 2011
Media placement: Consumer Digital - Pic Badges - Facebook - June 2011
Media placement: Corporate Communications - Large Banners - UNHCR Headquarters - June 2011
Media placement: Corporate Communications - Press Release And Powerpoint Templates, Screensaver, Folder, Email Signat - UNHCR Staff - June 2011
Media placement: External Corporate Communications - High Commissioner's Message - Video Availability - June 2011

Summary of the Campaign
Challenge
There are over 43m refugees in the world. Yet most people either don't know or don't care. UNHCR is the UN's refugee agency and needed the public to start thinking about this humanitarian crisis and start to empathise with refugees.

Research and Strategy
Research showed people can’t relate to the plight of millions. But they can relate to individuals. So we had to make it personal with individual stories that highlight their plight. Focusing on one person – and the difference that one person can make.

Execution
The plan was implemented globally in June 2011, highlighting and focusing on World Refugee Day, June 20. The idea had to work in any culture, in any language, and never compromise the dignity of refugees. So we created a multimedia, global campaign with a singular message: '1 is too many' - in essence an abbreviation of the thought that every one of the 43m refugees in the world is an individual and there is no acceptable level of intolerance, abuse or injustice.

Outcome
- Global media coverage of over 8,800 stories in 7 days
- PSA reaching 215m households worldwide aired in over 20 countries and hosted on over 700 celebrity, 760 political, and 1,800 social media sites.
- 480,000 unique visitors to the UNHCR website during the campaign launch
Net, equivalent of $840,000 in free media for a $37,000 media investment
- Web banners: over 25m impressions
- Social Media: FB fans doubled, 46,349
- Sponsored Story clicks

The Situation
The public’s understanding of the refugee issue is limited. Refugees are forced to flee by war, famine or terror. UNHCR was created to aid refugees to reach safety, rekindle hope and then find a home. To do that we need to establish in people’s minds that there is no acceptable level of intolerance, abuse or injustice when it comes to refugees. The problem is getting worse as people confuse refugees with migrants, travellers and criminals.

But research showed that when people truly understood what it means to be a refugee they were more open to the need to help them.

The Goal
The goals and objectives were, overall, to put the refugee issue on the agenda. It is a huge global humanitarian crisis but most people are unaware of its scope or scale - over 43m people worldwide are refugees.

Specifically, we wanted to establish in people’s minds that there is no acceptable level of intolerance, abuse or injustice toward refugees.
- To change attitudes toward refugees
- To reach a broader audience than before
- To speak with one concerted voice to ensure clear communication of the issue
- To have the majority of UNHCR offices participate behind the campaign

The Strategy

2 very clear and simple facts came out of our research:

First, people seem incapable of empathising with the plights of thousands or millions, but they relate very strongly to individual stories.

Secondly, once people truly understood what it means to be a refugee, they were more open to the need to help. They feel more positive about refugees and see them as people who need our support rather than helpless victims of seemingly impossible problems.

Our strategy was to make it personal and about individuals so that people can understand both emotionally and rationally that even 1 refugee is too many.

Execution
The campaign was launched on World Refugee Day, 20 June 2011.

The months before were spent creating tool kits for each field office to coordinate and maximise their efforts. The idea was a fully flexible and functional toolkit that would assist in delivering the campaign in developed, developing and undeveloped markets.

This toolkit, with key materials adapted into 6 key languages, English, French, Spanish, Arabic, Russian and Chinese, contained:
- A guide to running the campaign
- The key messaging and an FAQ guide
- A call-to-action: 'Do 1 Thing'
- Print and broadcast materials (posters, billboards, print ads and Angelina Jolie PSA)
- On-line banner templates,
- Promotional items
- Translated lines for local implementation
- Discussion guide
- Press release, folder, ppt template
- Distribution and media placement guidelines
- Local media monitoring template. Centrally, the HQ client ran the global and regional campaign using the same materials

Documented Results
- Over 90% of field offices used the toolkits and materials.
- Global media coverage of over 8,800 stories in 7 days
- Public Service Announcement reaching 215m households worldwide and aired in over 20 countries; it was hosted on over 700 celebrity, 760 political, and 1,800 social media sites.
- Web banners: over 25m impressions
- Online display: 25,107,335 impressions and 15,582 clicks
- Social Media: 46,349 Sponsored Story clicks
- A 50% increase in UNHCR Facebook fans
- Search: 10,370 clicks
- '1 Life 1 Story' YouTube channel: 10,445 channel views
- 480,000 unique visitors to the UNHCR website during the campaign launch
- Net, equivalent of $840,000 in free media coverage achieved for a $37,000 spend
- Key influencers helped to communicate the messages across their social networks and platforms, including: Ban Ki Moon, Valerie Amos (OCHA), US Ambassador to the UN Susan Rice, Helen Clark of UNDP, NBC News's Ann Curry, Time, and UNICEF.