Due to geopolitical or climatic issues, the forced displacement of people to other nations is a problem that affects the entire world, including Brazil. In 2023, the country became home to 710,000 refugees who had fled from countries such as Venezuela, Haiti, Afghanistan, Syria, and Ukraine. Many of these individuals are accompanied by their families. The naturalization process can be lengthy and lead to unemployment within this group.

The Heinz Reviews campaign addresses this issue by encouraging the professional recognition of these refugees and stateless individuals, thereby aiding in their naturalization process.

By receiving numerous positive reviews of the work they have done, refugees receive a letter of recommendation that can halve the time it takes to acquire naturalization.

The Heinz Reviews campaign stems from two questions: How can we effectively help refugees gain Brazilian naturalization? How can we engage the Brazilian population into the refugee issue?

To engage the population, the campaign communicates that many of the food prepared in restaurants, especially burger houses, are made by refugees. And that, through a quick and easy review, people can help a refugee to naturalize.

With these reviews, the campaign creates a letter of recommendation that, attached to the naturalization process, can help refugees gain naturalization.

Burger restaurants are the establishments that hire the most refugees in Brazil. And burger enthusiasts are highly engaged, constantly fueling active communities of burger joint reviews.

The Heinz Reviews campaign demonstrates that people's engagement, through an easy and quick review, can unveil the excellent qualifications of the workers, who are highly skilled labor and should be recognized by all and taken into consideration.

As a result, beyond people's engagement, the campaign impacts employers, highlighting the importance of hiring refugees and how they add value to the business, increase diversity, and contribute to human dignity.

Burger enthusiasts’ communities are highly active in the online sphere. To engage not only these individuals but also those who dine at burger restaurants less frequently, the Heinz Reviews campaign was launched through a series of actions on social media and various platforms.

To encourage the submission of reviews, a dedicated website for the campaign was created. With straightforward language, it is easily accessible and designed to be user-friendly even for those who are not very familiar with the internet.

The campaign highlights the importance of welcoming refugees and stateless individuals and demonstrates how these people contribute to society.

The Heinz Review campaign made an impact not only on burger enthusiasts but also on those who visit these places less frequently. It also engaged both refugees working in burger restaurants and the entrepreneurs who own these business.

With easy access, the campaign website could be visited via desktops and mobile phones, allowing people to submit their reviews within minutes.

The received comments are mostly positive and, formatted as recommendation letters, can help expedite the naturalization process for refugees.

Moreover, burger restaurant owners realized that they can hire refugees even if the naturalization process is not complete. And they have the opportunity to evaluate refugees based on the recommendation letters crafted from the reviews.