The escalation of the war in Ukraine has caused civilian casualties and destruction of civilian infrastructure, forcing people to flee their homes seeking safety, protection, and assistance. Over 17 million people in Ukraine have been forced to leave their homes. 90% of those who have left the country are women and children. Left in Ukraine are men in ages eligible to serve in the military - men who are someone's father, brother, boyfriend or friend.

The brief was to utilize the situation in Ukraine to communicate what UNHCR does, with the objective to Increase Awareness and Preference for the brand, priming the target audience for giving.

Sweden for UNHCR showed the horrifying situation for the families that had to flee Ukraine, and their fathers, brothers and husbands having to stay, through two words on the mobile screen - Not Delivered - that could mean that the worst has happened.

Our primary communicative target audience helps us shape the brand and make communication. Our primary target audience is a relatively young and urban target group with a majority of women, living in an urban environments. They have a stable economy with a high household income and lives in a cohabiting relationship or is married. They have an active life and thus often suffers from lack of time. They would like to be well-informed about events in the outside world and generally educated, and feel a responsibility to change the world for the better, instantly and for future generations. Donating money should be smooth, fast and create an immediate feeling that it is easy in order to get them to come back.

To catch their attention, we needed a visual and a message that they wanted to take part of, that they could easily notice, but with some added friction.

The idea was implemented in several media, over the course of three weeks and across all of Sweden. Outdoor and print were the leading media, where the core idea was the text message and the two words in red, "Not delivered", on the mobile screen that can mean the absolute worst. For print, OOH and digital we had to be very direct and concise in our execution, while film is a medium which is suitable for a longer version of the story.

To accompany the campaign, a remake of a song “Brevet från Lillan” by the traditional Swedish musician Evert Taube was made. The song is about a daughter who writes to her father, telling him how much she misses him. The song was performed by Toussaint Chiza, better known as Tusse, a Congolese-Swedish singer who represented Sweden in the Eurovision Song Contest 2021 and won Swedish Idol 2019.

The campaign contributed to the 1.4 billion SEK being donated to Sweden for UNHCR since the beginning of the Russian attack. On top of that, Brand preference increased with 50%, Giving intent was 63% above index, Brand awareness (within target audience) increased with 40% and Brand liking (within target audience) with 71%. A successful campaign, built on two small words in red – Not delivered.