IRC
The power of welcome
Overview
A tribute to refugees who inspire change
Refugees have always helped shape the world through art, science, culture, and innovation. To commemorate World Refugee Day, we partnered with the International Rescue Committee to remind the global community that when refugees are welcomed, everyone benefits. The campaign aimed to reignite public support and stand up for the rights of refugees worldwide.
Opportunity
Celebrate the global impact of refugees and inspire the public to reaffirm their support by showing what the world would lose without them.
Solution
A powerful global tribute to refugees
We looked to the past to influence the future, launching a campaign that highlighted the vital contributions of refugees. A film featuring Lena Headey, Mandy Patinkin, and Keegan Michael Key offered a moving call to action. At the Met, a Marc Chagall piece was veiled in protest, a first in museum history. The UK’s V and A and Tate galleries followed suit. Print, digital, and OOH activations rallied the world to stand for welcome.
Execution
A global multimedia call for welcome
We deployed a coordinated global campaign across cultural institutions, digital platforms, and public spaces. A powerful tribute film assembled voices from around the world. In NYC and the UK, iconic museums veiled refugee created art to show the impact of loss. Print ads ran in major publications, and digital OOH appeared in Times Square and subways, amplifying the message on World Refugee Day.
Displaying loss at the Metropolitan Museum of Art
Within an experience highlighting the works of art created by refugees, a centerpiece painting by Marc Chagall, was shrouded from view to make an unmissable display of loss. It was the first time in the museum’s nearly 200-year history for such a stunt. In the UK, a similar activation in the V&A and across the Tate’s four galleries spotlighted works by artists who fled conflict or persecution.
Inspiring action
Full-page ads on IRC.com, The New York Times and the UK’s Gardian newspaper drove readers to commit to signing up and joining in standing for a world that always welcomes and supports thje rights of refugees.
Bringing our message to the world
A one-day billboard in Times Square, along with subway OOH placements, brought our message to the world in a way that couldn’t be missed on World Refugee Day.
results
The campaign reached audiences worldwide and sparked renewed commitment to refugee rights. Museum visitors witnessed firsthand the loss when refugee voices are silenced. The digital film spread widely, and high impact media placements drove action and conversation. A surge in online and foot traffic demonstrated the campaign’s ability to move people both emotionally and literally.