ACNUR /
I Stand Up for Them
A large part of Latin America is facing a major phenomenon of forced displacement, where every day thousands of people are forced to flee their homes due to violence from organized criminal gangs, gangs or political persecution.
People who are forced to leave everything behind to preserve their lives are part of a marginalized population that cannot show their faces, because if they are recognized, their integrity could be put at risk; this results in an absolute disconnection between them and the host countries, which leads to xenophobic acts by the inhabitants of those countries.
EMPATHY
AS A REMEDY FOR
ENDING XENOPHOBIA
It was necessary to raise awareness among host populations and open their eyes to the heartbreaking situations faced by refugees, so to achieve this we created a regionally implemented digital communication strategy that at its heart contained a simple but powerful linking tool between refugees and ordinary people from civil society: an Instagram filter.
Through this instrument, social media users were able to donate their voice and face to narrate fragments of the life stories of refugees in first person; in this way, the individual perspective became a collective amplification tool that allowed anyone to put themselves in the shoes of a refugee to give a face to their story and generate empathy in their social circle.
As a result, the project was renewed for a second year, turning from a format that began as a parody into a real newscast that week after week feeds the entire VALORANT community in Latin America.
Scope
Prints
Clicks
Impressions to the filter
(528%+ vs. previous initiative)
Times open
(747%+ vs. previous initiative)
Filter captures
(655%+ vs. previous initiative)
