Break through the COVID noise to drive donations for refugee communities already on the brink of disaster.

In March of 2020, as the world began to grapple with the reality and devastation of COVID-19, more than 70 million refugees and displaced people were facing a critical situation.

Without homes to shelter in, space to socially distance, and basic medical care to treat an already at-risk population, COVID-19 was projected to take 3.2 million refugee lives.

Never in their 87-year history had the IRC faced a situation where every crisis zone they served, across 40+ countries, was under attack from a new threat at the same time.

In a moment saturated with calls for help by communities in need, the IRC needed to quickly and effectively break through, direct people’s attention to this escalating crisis, and increase donations for crucial supplies and support.

We tackled the ask two ways:
1. Created an emotionally driven :30 PSA for NBC + BBC to drive necessary awareness and donations.

It was made entirely in lockdown, in 5 days, with footage sourced from family + friends.

2. Used World Refugee Day to re-up our message, with a 360 campaign that shed light on the realities of refugees, broke down politically-inflicted stigmas, and drew additional support from donors.

Our campaign, “Refugees Are Essential,” spotlighted refugees working on the frontlines to help fellow displaced populations fight COVID. The concept doubled down on the idea that not only are these refugee workers essential to combat crises and help humanity, but refugees are essential to making our world more compassionate, human, and vibrant.

The campaign broke donation records, and had lasting effects to help camps and communities fight COVID and stay alive.

Creative Direction | Concepting | Video