The Photography Industry
Influencing the policital agenda through PR
Influencing the policital agenda through PR
Award-winning guerilla
A guerilla action put the spotlight on the annual Refugee Walk by Refugee Council Flanders. Many media and celebs reported on the various famous Belgian statues dressed like refugees. The stunt boosted both the number of participants and the donations, and won a prestigious SABRE Award.
"This campaign proves that you can really make social impact with a clever communication strategy. We love doing this together with organizations like Refugee Council Flanders."
Karolien Hessels – MD Charly PR
CHALLENGE
More awareness and money for refugee aid
Refugees often travel long distances in search of a new home. That’s what the 40 km long Refugee Walk of Refugee Council Flanders makes the public aware of every year. Our mission: to convince more participants to join the walk, to raise more money for refugee aid and to create national awareness about what these people go through.
STRATEGY
Striking a chord
In various Belgian cities we dressed up well-known statues as refugees. We also made them carry typical objects that refugees hold dear, like photos of family members in their home country. The generated media attention struck a chord with the general public.
A social media campaign increased that visibility. And not only through the channels of Refugee Council Flanders - we also convinced several celebs in our influencer network to post pictures of the statues in their home city.
RESULT
Massive awareness and engagement
The results were overwhelming. Nearly every local and national media outlet reported on the campaign, including interviews on Radio 2, MNM, Studio Brussel, Q-Music, ROB tv, TV Limburg and TV Oost. In addition, nearly every newspaper reported on the campaign: Het Nieuwsblad, Het Belang Van Limburg, De Standaard, VRT NWS and hln.be.
And the actual ROI? Participation increased by 30% while the donation amount almost doubled. The ensuing SABRE trophy - a very prestigious European marcom award - got a nice place in our office!
Read how we made social impact for Fairtrade Belgium, chronic intestinal patients and the photography industry.
