#BelowZero

Client / Sector :

Not-for-profit

Target market :

General public across the UK

Deliverables :

  • Campaign idea and strategy
  • Proactive and reactive media story development for international /foreign affairs, UK national and local media Placement of UNHCR’s Goodwill Ambassador stories from Tanya Burr and David Morrisey
  • Securing new advocates for the cause including ex-Love Islander and humanitarian, Camilla Thurlow and parent bloggers Louise Pentland and Muslim Mummy Lifestyle

Project Overview :

Syrian refugee families face a constant battle to keep their children’s shoes and clothes dry during winter storms, flooding and snow. This is something we can all relate to. A parent or not, nobody wants to see a child unable to stay warm and dry. Through storytelling and visual representation, we worked with UNHCR, the United Nations Refugee Agency to demonstrate the harsh reality refugee families are living in to drive donations to its winter appeal.

Our media campaign was created to get people talking, tell the stories of the people struggling and demonstrate the impact of donations.

November 1, 2019

Awarded Contract

Contract begins

January 1, 2020

Campaign launch

Campaign launch

February 29, 2020

Campaign end

#BelowZero

Client / Sector :

Not-for-profit

Target market :

General public across the UK

Deliverables :

  • Campaign idea and strategy
  • Proactive and reactive media story development for international /foreign affairs, UK national and local media Placement of UNHCR’s Goodwill Ambassador stories from Tanya Burr and David Morrisey
  • Securing new advocates for the cause including ex-Love Islander and humanitarian, Camilla Thurlow and parent bloggers Louise Pentland and Muslim Mummy Lifestyle

Project Overview :

Syrian refugee families face a constant battle to keep their children’s shoes and clothes dry during winter storms, flooding and snow. This is something we can all relate to. A parent or not, nobody wants to see a child unable to stay warm and dry. Through storytelling and visual representation, we worked with UNHCR, the United Nations Refugee Agency to demonstrate the harsh reality refugee families are living in to drive donations to its winter appeal.

Our media campaign was created to get people talking, tell the stories of the people struggling and demonstrate the impact of donations.

November 1, 2019

Awarded Contract

Contract begins

January 1, 2020

Campaign launch

Campaign launch

February 29, 2020

Campaign end

Results

Five pieces of coverage including the Metro, the Independent, the Guardian (campaign launched during month of Australian Fires, Coronavirus outbreak, Prince Harry and Meghan leaving royal duties)

Nine influencers engaged with a reach over 700,000 across channels

Over 182,000 USD raised in the UK in the week of media and fundraising channels outreach for Idlib crisis

Camilla Thurlow inside the UCL Climate Chamber to experience subzero temperatures and trial UNHCR's winter emergency relief items including a thermal coat and blanket. The visit is in support of the UNHCR Below Zero emergency appeal to support Syrian Refugees. UNHCR, the UN Refugee Agency, is calling for public support to help it distribute emergency winter relief to displaced families across the Middle East. HereEast, London, 20 January 2020.
“Winter here is tough, cold and costly.” In northern Jordan, Syrian refugee Hilal and his wife (pictured) depend on cash payments to get through winter. Millions more across the region are in need of similar help. ; As the summer heat of Jordan’s northern desert gives way to cold winter nights, 44-year-old Hilal prepares for his sixth winter in exile, since escaping Homs, Syria in July 2013. With rain and freezing temperatures approaching, keeping his family warm will present challenges and expenses. Their home is a concrete structure on a dusty patch of wasteland in Mafraq, a city with Jordan’s highest concentration of Syrian refugees. Unglazed windows and holes in the roof let in rain and draughts. The family has only one gas heater for warmth. Like most of the 670,000 registered Syrian refugees in Jordan, Hilal’s family live below the poverty line. The US$218 in cash assistance they receive each month from UNHCR barely covers their rent and bills, with nothing left to meet the extra costs of winter. Along with 158,000 Syrians in Jordan UNHCR will give them a winter cash payment of between US$282 and US$480
Syrian refugees remove snow from their shelter rooftops at an informal tented settlement in the Bekaa Valley, Lebanon, on 7 January 2015. ; Winter storm Zina swept through the region blanketing higher ground with snow and bringing harsh conditions to millions of refugees.

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