We built an automated engine to hijack the global conversation and set out to remind people of one thing, that refugees are human beings.

It found comments on Twitter containing the word, “refugee” and automatically replaced that word with the phrase, “human being” - Tweeting it back to the sender and reminding the world that these are human beings that we are talking about.

We set out to remind people of one thing, that refugees are human beings.

We created an automated engine that scraped the global conversation on Twitter to find comments containing the word, “refugee.” It automatically replaced that word with the phrase, “human being” and Tweeted it back to the sender. To make the responses more contextual, the engine would use the word “human” if it was more relevant.

Our campaign soon spread and garnered an enthusiastic response from the Twitter community. When someone responded to our automated Tweet, a team of Community Managers who were monitoring the activity would engage in further conversation – humanising our message even more.

The breadth of this conversation gave the campaign global reach, infiltrating the White House, media organisations, politicians, celebrities, and ordinary people.

We set out to get people talking and with zero media budget, we changed the global conversation and compelled people to change their perceptions of this human crisis.

79.6 Million Impressions

103,000 Conversations Started

139,737 Mentions