This campaign aims to shift public attitudes towards refugees and asylum seekers from negative to positive by temporarily disrupting user experiences on social media platforms. The disruption is intended to build intrigue and drive users to a landing page that shares personal stories of refugees and asylum seekers. The campaign will target young people across platforms like Facebook, Instagram, Snapchat, Uber and Citymapper when they try to view friends' profiles, photos, videos or plan journeys. Users will see brief error messages about refugees being "beyond borders" along with options to wait or share to learn more.

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.
Wait2minstoproceed... SharetoCross&
findoutmore
We’resorry...
Jennyisbeyondborders.
Wait2minstoproceed...
PHASE1
PHASE2