In 2019, the Refugee crisis affected 70 million people in different regions and it was the focus of MSF's activities in the world and in Brazil. Since 2011, the country has already registered 774.2 thousand refugees, but it is still a distant topic for Brazilians and restricted to the international news.

Our briefing was to use as advantage the most impactful and low budget possible presence of MSF at a stand at the Rio’s International Book Biennial to connect with new audiences. The objective was to draw attention to the seriousness of the crisis and entity's efforts in this cause.

Our briefing was to use the presence of MSF at a stand at the Rio’s International Book Biennial to connect with new audiences, in the most impactful and low budget way possible.

The objective was to draw attention to the seriousness of the crisis and entity's efforts in this cause.

Using as advantage the largest literary fair in the country, we were inspired by Dante's Divine Comedy, considered the greatest work of modern literature. More specifically in the book Inferno, an iconic reference of a terrifying journey.

We challenged ourselves to recreate the contemporary version of one of Gustave Doré's illustrations by using only photos from the MSF image bank to show that the refugees reality is even worse than the worst fiction imagined by man.

After exhaustive research and careful work of art direction, 38 photos surprisingly similar to elements of the original illustration were chosen, cropped and joined together in an impressive panorama of this complex crisis.

This image and the stories behind it were the basis to the interactive experience where it was possible to go through a timeline and unravel the stories behind each photo and character.

As the largest literature fair in the country with over 600,000 people per edition, Book Biennial was a great opportunity to promote awareness among two important audiences: 1) Opinion leaders, to spread the cause. 2) Students coming on tours from various parts of the country, looking for a rejuvenation of the donor base.

Since everyone there was literature lover, our insight was to create a current and impactful version of the iconic 14th century fiction work.

The interactive panel was an invitation to navegate through the image and go deeper into the refugee stories.

Between the images research and elaboration of main image, hub development and the panel getting ready to interact at the fair, it took 6 months of production.

The activation strategy started weeks before the fair, with the mapping of metro and bus stations on routes that led to the event to broadcast DOHH. One week before the event we started a warm up on social networks with an impressive mosaic in @msf_br feed, followed by videos in stories and engagement of influencers' network. During the event’s 10 days, thousands of bookmarks with the campaign message were spread inside books in many publishers stands, inviting them to experience the MSF stand.

The experience went beyond the fair and its duration, since the content hub @refugiadosdedante can also be accessed via desktop and mobile, with a shortcut to donor registration.

5,000 visitors interacted directly with the panel and thousands of people deepened the experience by browsing the hub via desktop or mobile.

At the height of the action, we detected 25% more traffic on the MSF website and 4 x more interactions on the brand's social networks.

Even being a specific action for a specific event, we reached 9 MM in impacts and a lot of repercussions on social networks, with only $ 5,000 invested in media.