Sustainable Development Goals > People
PUBLICIS COLOMBIA, Bogota / UNHCR / 2020
Overview
Credits
Background
The situation of Venezuelan migrants arriving to Colombia has reached shocking figures. Every day, thousands of them cross the border fleeing from the reality of their country and this has created a negative perception about their situation, causing people to ignore one of their main (and most basic) problems, such as their daily diet. Taking this unawareness in mind, UNHCR wanted to focus on their day-to-day life, and work on a project that would make Colombians aware of the situation these migrants face.
Describe the cultural / social / political climate and the significance of the work within this context
Due to the current Venezuelan crisis, every day hundreds of families leave their country seeking for a better future.
So far, Colombia’s been their main destination, being the country that most refugees has received up to the moment, causing them to be seen as a figure beyond a reality.
These numbers hide one of the most vulnerable refugee populations: mothers with their children.
Describe the creative idea
Undaily Bread is a photographic series that portrays the scarce diet 4 Venezuelan refugee families face during their exile on their way from Venezuela to Bogotá, Colombia. In addition, using a crowdfunding platform we turned each photo into a worldwide donation source for these families, where each donor received an original copy of the series in return.
Describe the strategy
We are only capable of measuring a tragedy when we feel it close to our reality. Based on this and something as simple as what we eat every day, we invited our audience to reflect and take in mind, the weekly diet Venezuelan migrants have during their 7-day-journey by foot until arriving to Bogotá, Colombia.
The message was addressed to opinion leaders, migrant aid communities and a segment of artists, photographers and exponents of culture both in Colombia and abroad. The photographs were also exhibited in mass media, bus stops and a crowdfunding that allowed making the pieces a donation source.
The collection was produced by Gregg Segal, author of the Daily Bread series, the same inspiration behind "Undaily Bread." Having the original photographer of the series included in the project, also helped amplifying the message to circles where the reality of Venezuelans had never been discussed.
Describe the execution
With his Daily Bread series, Gregg Segal captured the weekly diet of hundreds of children around the world and also the attention of hundreds of media abroad and locally. Based on this, the ‘Undaily Bread’ series was born, seeking to show the other side of the coin, the diet of migrants without a country. Due to the success of his first series, the reach and impact of the ‘Undaily Bread’ had a much bigger detonation seen in the PR results that brought the migrants reality into a worldwide discussion.
The collection was covered by several media sources, that interviewed Gregg Segal, who also amplified the project in his inner circles. UNHCR supported the kick-off globally, recognizing the collection as the “migrant photo of the year”. Following this step, we turned the collection into a crowdfunding source, where donors received in exchange the original series, and became amplifiers of the message.
Describe the results / impact
The collection was covered by online and offline media, being present at bus stops, news channels, newspapers, blogs, design and art portals, and even photography exhibitions, both locally and internationally.
In terms of awareness, the reality of Venezuelan migrants reached countries where little was known about their crisis, provoking a better acknowledgment about the situation and an attitude change that was seen reflected in donations from all over the world.
In Colombia, a country where the perception of Venezuelans is usually negative, the trend changed and the discussion focused on the dramatic situation of migrants from the daily reality of each Colombian.
With an investment of $0 in media and thanks to the crowdfunding that is still active today, we have managed to raise more than $ 30,000 USD for the UNCHR migrant service unit at the border.
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