UNHCR, the UN Refugee Agency, has launched its new campaign called ‘Be The Light’, that brings to life the journey of refugees in their efforts to find safety. The campaign assets were created by Hill & Knowlton Strategies.
The campaign follows the story of three individual refugees—Bilal, Salem, and Amina—and their struggles to get to safety after being displaced from their homes. The concept focuses on how we are often told to look forward, that the past is behind us, and that our future is bright. It highlights how for a refugee that hope may be fading away, and they are clinging on to those bittersweet memories and looking back to when times were better. The call to action is for people to Be The Light through their support.
Omer Elnaiem, Head of Campaigns and Advocacy MENA, UNHCR, said: “We want refugees to have the chance to look forward. At UNHCR, we are dedicated to saving lives, protecting rights and building a better future for refugees. The number of refugees is growing faster than the world’s ability to respond. This Ramadan, we are urging people to Be The Light by donating during the holy month to help refugees look forward.”
The short film showing the three refugee stories will be aired on TV stations around the world, online and across social media channels in a bid to raise awareness and donations during the holy month of Ramadan, a time of giving for Muslims.
View the 90-second film here: