The Keys of Hope campaign was based on one small insight that gives a more human perspective to one of the biggest tragedies of our time: While refugees have to leave everything behind, there is one thing they all take with them – their house keys – a symbol of hope that one day, they will return.

The campaign idea was to share 10 human stories behind 10 keys. Documented in Caritas refugee camps all over Europe, photographs and videos reveal the motivations of those fleeing their homes, none of which are economic. Campaign viewers would get to know people just like them, who had hopes, dreams, happiness, and a home they didn’t want to leave.

The Keys of Hope live event, digital campaign, and social media outreach, as well as blogger program began in early 2016 and are planned to continue throughout the year.

The integrated Keys of Hope campaign resulted in a 300% increase in traffic to the donation platform. People were engaged online via social, PR, and blog posts. They connected and shared the stories with their peers resulting in above average engagement on social media channels. Sponsored media placements all over national TV resulted in reaching over 17 million people.

But most important of all, public debate changed, turning an anonymous mass of refugees back into human beings. It has given hope to people who need help.