1. CAMPAIGNSUMMARY
Bydisruptinguserexperiencesacrosssocialmediaplatformsandapps,this
campaignaimstoshiftpublicattitudestowardsRefugeesandAsylumSeekersfromnegativeto
positive.Aphasedapproachwillslowlyrevealinformationwithusersdriventoasplashandlanding
pagethatwillhelpencouragemorepositiveattitudesandsharewhatthey’velearntwithothers.
CREATIVEINSIGHT
Promotingempathyiskeytoshiftingperceptionsofrefugeesandasylumseekers.ByPromotingempathyiskeytoshiftingperceptionsofrefugeesandasylumseekers.By
highlightingjustoneofthechallengestheyfaceonadailybasis(bordercrossings)we’re
encouragingtheaudiencetobeadvocatesofrefugeesandasylumseekerslookingtore-buildtheir
livesintheUK.
SOLUTION
Wecreatedigitalbordersacrosskeysocialplatformsusedby16-24yearolds:
Phase1willtemporarilydisruptusersexperiencethroughsimpleerrormessages,withnofurtherPhase1willtemporarilydisruptusersexperiencethroughsimpleerrormessages,withnofurther
information,buildingintrigue.
Phase2willcontinuethisapproach,butoffermoreinformationthroughasplashpage.Thiswill
provideasnapshotintotheactualpeoplebehindtheterms‘AsylumSeekers’and
‘Refugees’andconnecttheirexperiencewiththatoftheusere.g.Youhadtowait2minutes,Rasha
hadtowait2months.
f
HOW DOESITWORK?
Youngpeoplehavebecomeusedtoinstantgratification,inparticularaccessingsocial
platformsandappsondemand.Ourcampaignplaysonthatexpectationbydisruptingitforashort
amountoftime.Theexplanationoftheapproachwillberevealedovertwophases
creatingintrigue.Therevealwillencouragesharingofthecampaigniconandfultimatelydriveuserstoa
campaignlandingpagewithhumanstoriesandaplethoraofcontentthatwill
furtherinformandeducateyoungpeople.furtherinformandeducateyoungpeople.
FACEBOOK
Userswillbetargetedwhenthey
attempttolookattheprofileoftheir
toptenmostvisitedfriendsand
family.
INSTAGRAM
UserswillbetargetedwhentheyUserswillbetargetedwhenthey
attempttolookatthephoto’softheir
toptenmostvisitedcelebrities.
SNAPCHAT
Userswillbetargetedwhenthey
attempttoreviewavideofroma
friend.
UBER
UserswillbetargetedwhentheyUserswillbetargetedwhenthey
bookataxioveracertaindistance.
Theuserwillthenhavetheoptionto
taketherequestedtaxi,ortowaitfor
anotherandasaresultRedCross
willreceiveadonationfromUber.
CITYMAPPER
UserswillbetargetedwhentheyUserswillbetargetedwhenthey
planajourneythatisoveracertain
distance.
LIFE
WITHOUT
BORDERS
Goback Cross
We’resorry...
Jennyisbeyondborders.
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findoutmore
We’resorry...
Jennyisbeyondborders.
Wait2minstoproceed...
PHASE1
PHASE2