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Relay by RAW London - Communicating about refugees in a culture of misinformation prejudice
- 1. Communicating about refugees in a culture of misinformation and prejudice Freya Carr – Senior Media Officer Nana Crawford – Social Media Manager
- 2. The issue • Public discourse around refugees can be negative/divisive • Current policies make it harder for refugees and people seeking asylum to build a life, contribute and integrate in the UK
- 3. Our challenge • ‘Campaigning’ not our thing • The audiences on our social media accounts are very mixed and the content we post relating to refugee issues elicits strong (often negative) responses • Getting the creative right – the wrong messaging could put off potential supporters for other areas of our work or our existing supporter base • This is a crowded space in the sector • Safeguarding issues of using ‘real people’
- 4. What we did
- 5. Supporting social media content
- 8. Results Most shared content ever on Instagram and Twitter Over 100,000 engagements through paid social (cost of £0.01 per engagement) Over 250,000 views across all our channels Over 40 MPs attended event in parliament Over £20,000 raised for our refugee work Best Video Campaign at The Drum Social Purpose Awards!
- 10. What have we done since?
- 11. What have we done since?
Editor's Notes
- Refugees and migration can be a divisive topic – even among our own audiences – and we see a lot of misunderstanding around what a refugee actually is and what their rights and entitlements are. We wanted to educate and change opinions – while accepting that we can’t appeal to everyone. Current policies in the UK are having a negative impact on the lives of refugees – families are being torn apart, people are being left homeless etc. – again we wanted to raise awareness of the hardships that many refugees are facing
- BRC not a campaigning org. The original brief we gave to Raw for this was to devise a campaign asking the public to lobby their MP to change policy but we couldn’t get sign off from senior stakeholders. Had to rethink and come up with something ‘more red cross’ We are essentially 10 charities in 1 and that means we have very different audiences, which can be a challenge. We needed to create something that would appeal to as many of our existing supporters as possible, while accepting that some people will never agree with our message Refugee Week Wanted to make sure people with lived experience felt engaged and reflected in the film
- This is what we came up with…. Voices Network involved in signing off the scripts, feeding into various edits.
- This was always predominantly a social campaign but in order to take it as far and wide as we could we also commissioned a survey with YouGov to give it a news hook. Wanted to do research with refugees themselves but too expensive/not enough time so surveyed teachers and school children: found that one in four don’t know what a refugee is and that most teachers have witnessed anti-refugee sentiment or prejudice towards refugees in their classroom.
- TO make this a truly integrated campaign we also: Out of home – free through partnership with JC Deceux, reached 90% of our target audience V&A event Parliamentary event Fundraising See puzzle piece