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A Jewel For A Refugee

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basics
Industry: Public interest & Non-profit
Media:Miscellaneous
Market:Norway
Style: Minimalism
credit
Brand:
Agency:
Creative Director:
Copywriter:
Director of Photography:
Other credit:PR Director; Mai-Bente Paulsen
Project Manager; Thea Bakken Granberg
descriptioncnen
Synopsis
Denmark had introduced the so-called “jewelry law”, a law that enables the government to seize jewelry and valuables from the refugees. The law got massive attention in Norway, especially when the Norwegian government followed up by proposing bills that was even stricter.NOAS wanted to address their concern about this, but had a hard time being noticed in the media as more well-known organisations got the spotlight.The brief was to make NOAS heard without using any paid media and encourage Norwegians to stand up aginst the proposed bills
Relevancy
The Norwegian Organisation for Asylum Seekers (NOAS) are experts on the refugee debate and wanted to address their concern about the Norwegian governments harsh law proposals, but had a hard time being noticed in the media as more well-known organisations got the spotlight.Using PR we made NOAS heard without any media spend. Norwegians, both common people, influencers and politicians took a stand against the proposed bills.
Outcome
The small and unknown organization NOAS got positioned as an expert on the field in all national medias. The heated debate became more human as people related to the subject on a personal level. Not only did #ajewelforarefugee led to increased attention around the proposals, but also to heartwarming protests from people. The campaign raised three times as much money as the entire 2015. Without any media spending, results show that over 450 k viewed the video on NOAS own platforms. That is 8,6 % of the Norwegian population. Including the massive media coverage, NOAS reached over 30 percent of Norway.
Campaign Description
We wanted to change the symbolism of jewelry law and take a stand that people could relate to and support. With the campaign #ajewelforarefugee, NOAS encouraged Norwegians to donate their own, personal jewelry to show their support for the refugees. By using social media they could post photos of their jewelry and tell the story behind how they got it and why they now wanted to donate it. While we knew that the action of giving away something precious was a high threshold, the feeling of just imagening doing it, would make people feel as if they were in the refugees shoes - even for just a moment. And that would be a very powerful message.The jewelry was finally put on display with their stories on a grand exhibition and auctioned off for the cause.
Execution
We launched the film of the celebrities on Facebook and then encouraged our ambassadors to share it - getting as much organic reach in social media as possible.Since we wanted to reach the general population, spokespersons from different communities became very crucial for the campaign to get noticed.We worked closely with the media and gave them new angles so we could spread the campaign as widely as possible. When the case exploded on social media, it became a story in itself. And when new important people donated their jewelry, we provided the media with multiple stories and angles. By doing so, NOAS made it onto live broadcasts, TV debates and got covered in all the countrys newspapers columns. The extensive attention was the result of systematic media management.
Strategy
We used Norwegian celebrities which gave away their own jewelry, in order to get national media on the case for the launch. The celebrities encouraged people to do the same and by doing so, also taking a stand against the bills proposed.While famous politicians, comedians, actors and musicians which donated jewelry got massive press coverage, we also made common Norwegians heroes by following up and sharing their stories on our own platforms and to media. Even bishops and mayors wanted to contribute by giving their dearest possessions away due to the importance of the case.
awards
Cannes Lions International Festival of Creativity 2016
Shortlist PR
Charity & not for Profit
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