Campaign: Normal Life
Client: UNHCR (UN High Commissioner for Refugees)
WPP company: Y&R Buenos Aires
The UNHCR, a branch of the UN, helps to protect 32 million refugees worldwide who are displaced by persecution or conflict.
In Argentina, one of the consequences of the 2009 global economic crisis was a rise in hostility and xenophobia towards immigrants and refugees, as many locals became worried about losing their jobs.
Y&R Buenos Aires was asked to develop a creative campaign confronting this problem and educating people about the difficulties faced by refugees.
The campaign also targeted government departments, NGOs and businesses, encouraging them to support the UNHCR’s work.
The campaign, which ran between May and October 2009, showed refugees confronting everyday situations that audiences could easily identify with. The tagline – ‘Refugees want to have your problems’ – reminded the public that refugees are just normal people, facing very difficult circumstances.