A makeover of life

{ Communication }

  • ADVERTISING
  • EDITORIAL INTEGRATION
  • INFO BROCHURE
  • ONLINE BANNERING

{ PR }

  • PR CAMPAIGN

{ Research }

  • IN DEPTH INTERVIEW
  • ONLINE RESEARCH
Assignment: 

Vluchtelingenwerk Vlaanderen wants to change the image that exists of refugees, through a yearly awareness campaign that allows people to better understand and identify with refugees. To put the refugee problem on the agenda of a large audience.

APPROACH: 

 A social marketing strategy, combined with a research and a communication campaign, that shows the personality of refugees: their habits, their stories, their family life, …

 

A survey was conducted among refugees in Belgium to illustrate their Belgian way of living: what they eat, whom they befriend, their favourite football club. To show people that “refugees are more Belgian than we tend to think”. A survey conducted among volunteers about the refugees they work with so closely, letting them share testimonials and personal anecdotes.

 

A PR campaign with the survey results was launched, followed by a presentation by the refugees themselves.

Posters were made to engage volunteers.

 

Personal testimonials were shared through radio broadcasts and online videos, to show the people behind the research results. An advertorial in the style of a ‘make-over’ in popular women’s magazines, to create awareness among the target group in an onconventional way.

Result: 

 The campaign and positive numbers received attention in the Flemish press. The local volunteers had the opportunity to cooperate with the newspaper ‘50 gezichten’ (’50 faces’).

The extensive local campaign put the topic of refugees in a more favourable light.

  • Poster

  • Informative Newspaper

  • Advertorial

  • Newspaper with the results

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