| Title | Dilemmas |
| Agency | Young & Rubicam Group Geneva |
| Campaign | Dilemnas |
| Advertiser | United Nations Refugee Agency |
| Brand | UNHCR |
| Date of First Broadcast/Publication | 2012 / 6 |
| Business Sector | Human Rights |
| Tagline | What would you do? |
| Story | SUMMARY: The United Nations High Commissioner for Refugees is committed to the central theme “1 refugee without hope is too many”. The campaign was launched in multiple European countries and the challenge was to make the target audience engage with refugees in order to comprehend the situations they face. The objectives were to secure more than 500 thousand dollars-worth of pro-bono media, to create and broadcast public service announcements from all 13 UNHCR Goodwill Ambassadors, to secure over 1 million social media followers, to increase Facebook interaction and likes by at least 25% and to generate a spike in media coverage around World Refugee Day in over 80 countries around the world. The target audience was socially minded people active on social media, influential journalists who generate online comments and debates, opinion leaders, donor countries/governments and stakeholders such as NGO partners. Despite not having a paid media budget, the campaign secured more than than $500K of free media, featured TV public service announcements with UNHCR Goodwill Ambassador Angelina Jolie, that ran worldwide and on celebrity websites and generated global media coverage in over 100 countries, gaining over 1,2 million social media followers. |
| Philosophy | For World Refugee Day, June 20, The United Nations Refugee Agency (UNHCR) has launched a fundraising campaign called “No One Chooses To Be A Refugee”.In these stark (but darkly beautiful) ads, the agency presents the awful choices faced by threatened and displaced people around the world, every day.According to the campaign page, “Every minute eight people leave everything behind to escape war, persecution or terror. If conflict threatened your family, what would you do? Stay and risk your lives? Or try to flee, and risk kidnap, rape or torture? For many refugees the choice is between the horrific or something worse.” |
| Media Type | Case Study |
| Length | |
| Creative Director | Bob Heron |
| Art Director | Frédéric Savioz |
| Copywriter | Bob Heron |
| Graphic Designer | Ludovic Rossier |
| Photographer | Cedric Delsaux |
More Work
SEE ALLDilemma 4 (French)
- BRAND:
- UNHCR
- AGENCY:
- Young & Rubicam Group Geneva
Dilemma 1 (Spanish)
- BRAND:
- UNHCR
- AGENCY:
- Young & Rubicam Group Geneva
Dilemma 3 (Arabic)
- BRAND:
- UNHCR
- AGENCY:
- Young & Rubicam Group Geneva
Dilemma 3
- BRAND:
- UNHCR
- AGENCY:
- Young & Rubicam Group Geneva
Dilemma 2
- BRAND:
- UNHCR
- AGENCY:
- Young & Rubicam Group Geneva
Dilemma 1
- BRAND:
- UNHCR
- AGENCY:
- Young & Rubicam Group Geneva
World Cancer Day 2010
- BRAND:
- UICC
- AGENCY:
- BCW Public Relations