Adaily Inspiration Week #46: Supporting refugees
For this week we chose campaigns showing support for refugees. Below you can find our 5 picks that use creativity to amplify unheard voices and address societal issue: from the emotional weight of leaving everything behind to empowering displaced individuals through innovation. Straight from Adaily » HERE «
1. The Suitcase • IKEA
DDB Milan • 2022 • Retail - furniture • Italy • Europe
Campaign Summary:
IKEA's "The Suitcase" campaign in Italy raised awareness about the struggles of Ukrainian refugees forced to flee their homes during the 2022 war. By replicating a refugee's reality in its showrooms, IKEA displayed a single suitcase as a symbol of the minimal belongings many were able to carry with them. This emotional display aimed to connect with customers and inspire them to donate essential goods, helping refugees regain a sense of warmth, comfort, and home.
The campaign achieved significant impact, successfully engaging IKEA customers across Italy. The symbolic suitcase prompted many to donate items needed by Ukrainian refugees, fostering awareness and mobilizing action. By evoking empathy through a simple yet powerful representation, the campaign underscored the importance of community support for those displaced by war.
Links
2. Napkins Of Rights • Florida Immigrant Coalition
VML Miami • 2024 • NGO - migration • United States • North America
Campaign Summary:
The "Napkins of Rights" campaign aimed to empower undocumented immigrants by providing crucial information about their constitutional rights in a trusted and accessible way. By printing these rights on napkins distributed in community restaurants—safe spaces for many immigrants—the campaign offered guidance on how to handle encounters with authorities or emergencies. This innovative approach allowed the Florida Immigrant Coalition (FLIC) to reach a hard-to-reach audience while fostering trust and self-protection.
The campaign saw significant success, with over 50 eateries in Miami adopting the napkins and 30 more expressing interest. The initiative expanded nationally through a website where restaurants could purchase the napkins. Promoted by award-winning chef and undocumented immigrant Cristina Martinez, the campaign reached a wide audience, providing undocumented immigrants with essential knowledge in a familiar, safe setting, ultimately helping to protect them from unlawful detainment.
Links
3. 505 Migrants • France Terre D'Asile
TBWA\Paris • 2022 • NGO - migration • France • Europe
Campaign Summary:
The campaign provided a free WhatsApp number for displaced people living in Paris, leveraging the universal language of emojis to overcome language barriers and deliver essential information about nearby help services. By using simple emojis to request assistance, the initiative aimed to make it easier for individuals in exile—often fleeing war, poverty, or catastrophes—to access the support they need.
The campaign achieved positive results, enabling displaced individuals to start conversations and receive help through an intuitive and accessible platform. Digital screens in Paris, provided by ExterionMedia, amplified awareness of the project, while funding from Twilio ensured its sustainability. This innovative use of technology bridged language gaps and provided a lifeline to essential services for people living in exile.
Links
4. Not Delivered • UNHCR
OKTO Stockholm • 2022 • NGO - safety • Sweden • Europe
Campaign Summary:
The UNHCR campaign aimed to raise awareness about the emotional and physical toll of the war in Ukraine, focusing on families separated by the conflict. Featuring an undelivered text message from a child to their father, the campaign captured the anguish and uncertainty of displaced families, where men often stayed behind while women and children sought refuge. This poignant creative approach sought to evoke empathy and drive donations to support millions of displaced people.
While the campaign effectively highlighted the emotional impact of family separation, specific results regarding awareness, engagement, or donations were not provided. The initiative aimed to connect with the general public, particularly in Sweden, to bolster support for UNHCR’s ongoing efforts to assist Ukrainian refugees.
Links
5. Exhibit A-I • Maurice Blackburn
Howatson+Company Melbourne • 2023 • Other professional • Australia • Oceania
Campaign Summary:
The campaign sought to expose the inhumane treatment of refugees in Australian offshore detention centers by creating and integrating visual evidence of their experiences. Through extensive interviews with refugees and the use of survivor-created visuals alongside real photojournalism, the initiative aimed to make hidden injustices visible to the public and provoke meaningful change.
Targeting the general public, policymakers, and media outlets, the campaign raised awareness of the atrocities faced by refugees, challenging public opinion and putting pressure on the government. By leveraging a partnership with Maurice Blackburn and utilizing innovative storytelling through stock libraries, the campaign highlighted the power of advocacy in addressing systemic injustices. While the full impact on policy change is uncertain, the effort succeeded in shedding light on a critical human rights issue.
Links
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Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.
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