28.000 refugees leave their homes behind every day. Most of us don't realize this, because stories like theirs cannot be found on our favorite social platforms, like Instagram.
The client needed us to create awareness around the growing refugee problem, and reach a new and younger target audience who would rather spend their time following their favourite personalities on Instagram, than read the latest news in the refugee crisis.
To do this, we decided to tell the stories of refugees via the only stories the target group seem to care about these days: Instagram stories.
On december 10th, World Human Rights Day, we launched a series of Instagram stories in partnership with 14 prominent influencers on Instagram. From football wunderkid, Thomas Delaney, to reality star, Irina Babenko. For one day, the influencers uploaded stories that gave their followers a terrifying glimpse of what life was like in Syria.
The stories featured real, handheld footage, shot by documentary director Mohammad Al Jizani, leading many followers to believe that their favourite influencer was, in fact, in Syria, causing lots of initial social media buzz. The real reason why wasn't revealed until the end, when the followers could swipe up to enter the official site of the Danish Refugee Council, where they could read more, sign up or donate.