People Against Suffering, Oppression and Poverty (PASSOP) is a not-for-profit human rights organisation devoted to fighting for the rights of asylum-seekers, refugees and immigrants. They wanted to make people think about and understand the implications of their words and consider their own role in this global humanitarian crisis.
To make people think about and understand the implications of their words and consider their own role in the crisis, we set out to get people talking about the dehumanising connotations of the word “refugee” and remind the world that these are people with real fears, hopes and dreams.
With zero media budget, we changed the global conversation.
The campaign stretched across the world, infiltrating the White House, media organisations, politicians, celebrities, and ordinary people.
101 Million Impressions were made, with 130 500+ conversations started.
The media reporting on the humanitarian crisis has painted a large group of people as “refugees”… dehumanising them and leaving them homeless. This negative news coverage has created social tensions and has had an important impact on the lives of asylum seekers and their level of integration into society.
We built an automated engine to hijack the global conversation by finding comments on Twitter containing the word, “refugee” and automatically replaced that word with the phrase, “human being” - tweeting it back to the sender and reminding the world that these are human beings that we are talking about.
We chose to run our campaign on Twitter because of the instant and global nature of the platform - this allowed us to continue the conversation as it happened – making even more of an impact.
Working within the dynamics of Twitter and acknowledging user behavior on the platform, we set up four different Twitter accounts. This allowed us to gain maximum reach and ensure constant conversation – we also included our campaign hashtag (#HumanCrisis) on the end of each response. The time between Tweets was regulated to ensure that we didn’t over saturate the conversation.
By Tweeting the revised Tweet back to the sender, we gave them and all their followers something to think about. When someone clicked on our Twitter Handle, they were able to see information regarding PASSOP and their mission – they were also then directed to the website should they want to know more.
Chief Creative Officer
- Jason Xenopoulos
- Adam Whitehouse
Executive Creative Director
- Ryan McManus
- Adrien Dawans
- Michelle Kreuiter
- NATIVE VML
- VML South AFrica
- Ben Wagner
- Bernard Toyamb
Social Media & Community Manager
- Khanyisile Khanyile
- Seymone Moodley
- Simba Nyamukachi
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