A couple of weeks ago Donald Trump’s immigration ban shocked the world. Unicef (and brands around the world) hit back.
Unicefs #refugeeswelcome campaign is trying to do exactly what it says on the tin. The programme is an opportunity for ACT Alliance and its members to stand in solidarity with the world’s 65 million displaced persons.
The world is witnessing the highest levels of displacement it has ever seen and at the moment, these figures remain just that, numbers and statistics. Unicef and the ACT Alliance is trying to change that. In come the video…
Last week Unicef released this video on its YouTube channel. Far from the shock tactics and complaint mongering adverts that charities are so famous for, it sets itself firmly which shows two refugees, 70 years apart and the scary resemblance between the two.
The short video shows two refugees. Generations apart, situations so close together it’s scary. Watch the video titled ’80 years apart, these two refugees have more in common than you’d think’ here…
So… a charity organisation using emotive advertising to strike a chord. What’s new ey? Well to be honest, not a lot. But does it always have to be?
Togetherness is trending
This was an obvious root for Unicef to take, but one which opens up into a wider advertising trend of 2017, one of togetherness.
Getty images stated ‘Global Neighbourhood’ as one of the biggest image trends of the year to come. Keywords relating to the trend such as ‘community’ and ‘multicultural’ were up by more than 60% year on year.
More and more brands are beginning to state their political alliances in order to better connect with their consumers. Saul Betmead, Chief Strategy Officer of Y&R Europe says “Honest is the foundation of any relationship. As is being true to who you are, standing up for what you think is right.”.
Unicef is attempting not to show people, but to make them understand how serious the crisis we are undergoing is. It’s not about emotive advertising or any other type of advertising for that matter, it’s simply making people realise what is happening around the world.
Well done Unicef. 10/10.
If you also liked the campaign feel free to donate.