Shift conversation and perception of refugees. Our insight: Early in 2016 we uncovered the story of Team Refugees and the athletes competing against the odds to make it to the Rio Olympics. What we did: As we developed relationships with the athletes, we saw an opportunity to use the story to raise awareness for refugees and create a shift in perceptions around the world from fear and pity to admiration. We partnered with UN High Commission for Refugees tying into their existing #WithRefugees campaign for maximum reach. Working the Google, we launched the campaign on the search box on the Google Homepage on the day of the Olympic opening ceremony.
Results: Team Refugees was picked up organically across global news sites, and seeded through celebrities to reach a broader public. The campaign contributed to over 500,000 signatures on UNHCR’s #WithRefugees petition, to help surpass the petition target.