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WORLD REFUGEE DAY CAMPAIGN

Mercy Corps

I led a team of creatives to pull together a digital campaign for an industry-specific moment: World Refugee Day. The end concept and content attracted the promotion of four corporate partners that earned 261K additional impressions.

World Refugee Day campaign: Projects

PROBLEM

We knew that the refugee crisis continues to be a key driver for many donor audiences, but we were losing ground to competitors who make refugees their sole focus and are seemingly better positioned to tackle the increasingly domestic focus of the crisis.

INSIGHT

Supporter empathy hasn’t lessened, but their feeling of impact has. Their concern for those driven from their homes has led them to act and engage over the years. But as the refugee crisis continues to grow, arriving at their own borders with increasingly divisive rhetoric, they’re beginning to wonder if these actions make a difference.

SOLUTION

Galvanize people to join us in disrupting the refugee crisis at its source We decided to reframe the moment from a celebration of those who have been enduring, to one that drives us towards a world where no one has to.

RESULTS

Social Performance: 40 organic posts / 119.4K impressions / 1.9K engagements / 424 clicks
Landing page: 625 unique pageviews / 0:58 avg time on page / 66.46% bounce rate
Earned Media: 3 blog posts / 8 social posts / 261.6K potential impressions / 96 engagements / 19 shares

World Refugee Day campaign: List