UNHCR (United Nations High Commissioner for Refugees) runs a yearly global campaign under the name of #VoicesWithRefugees, to highlight the refugee crisis and make sure that they have access to education and can find safe shelter. The campaign has been getting excellent success globally, but it is lacking extremely in the Gulf region. Almost no actual sign-up from a non-refugee. The client was looking to relaunch the campaign in the Gulf region in a relevant direction.

The campaign aims to have people sign up to be part of a regional community willing to take action and support the refugees. The launch happened to be on World Arabic Language Day. We took advantage of the occasion to build our concept. We spoke the people’s language while going back to basics. We stressed the fundamental grammar rules of the Arabic language.

In Arabic, the word pronouns also mean “Conscience”. Pronouns are divided into different categories:

- The addressed conscience: you, which was used to shed light on the volunteers.

- The absent conscience: they, them, he, she, him, her, which referred to the negligence that affected refugees

- The speaking conscience: me, I, we highlighted our donors

This is a campaign that speaks directly to everyone’s conscience by playing with the “rules” of Arabic. We aimed to build a creative lead generation campaign that seeks to have people signing up to be part of a regional community willing to support the refugees and take action. As per the brief, our main target was GCC in Egypt. The task was to bring Arab people together for One Cause, One Case: Refugees.

We aimed to build a creative lead generation campaign that seeks to have people signing up to be part of a regional community willing to support the refugees and take action. Per the brief, our main target was to get donations from people living in the GCC due to its many donor communities and Egypt due to its high-level population market. Our task was to bring Arab people together for One Cause, One Case: Refugees.

The campaign was running on social media for only one week with limited budgets, and we were able to get influencers on board and earn coverage and reach in addition to engagement with 45k video views in a few days and around 200 shares organically.

Our concept and key message were based on the humanity of the people and awaking their conscience and minds to keep an eye on the refugees' case.

We went through a digital journey with the audience, as social media was the main channel for this campaign.

No use for traditional media. As we wanted to have an interactive campaign where we could hear from the audience and see the impact on them, social media channels were our platform to launch the campaign. As we care about the efficiency of this campaign, we made sure to allocate the right amount of money to the most valuable things. For this reason, we tried to benefit from our own media library to avoid spending on production and publish the content on our channels.

As a simple campaign with simple material but powerful messaging, this is the strength of this campaign and its impact on people.

Overall, the results of the campaign were good considering its timeline (one week). We have reached more than 2.4 million people in GCC and Egypt through the hashtag.

A high level of traffic was generated through our Facebook and Instagram with 95K visitors.

The number of total leads gathered was 1,900 with 120,000 link clicks, 130,000 engagements, 600,000 video plays, and 5,2 million impressions.

The campaign got highly positive sentiments on social media channels, and it was shared by Sora Saud, and one of the most influential media personalities in the region, Mohamad Abou Obeid This organic / earned initiative helped UNHCR amplify the campaign and was extremely well-received.