EUROPEAN REFUGEE CRISIS By: Allie Pakrosnis and Kerrie Heckel
INSIGHT The European Union is facing a crisis as hundreds of thousands of refugees escaping war-torn Syria are seeking asylum in any European country that will accept them. Though politicians are working to solve these issues, what these refugees really need is help on a personal level. They need supplies, housing, and most of all, a culture of acceptance in their new communities. However, there is a roadblock to these solutions–and that is the strong prejudice that exists against refugees. This prejudice is being communicated through political leaders, word of mouth, and social media throughout the European Union. In order for refugees to receive the help they need, this prejudice must be overcome.
STRATEGY Show Europeans that degrading statements about refugees are often inaccurate by juxtaposing negative quotes with images that more accurately portray who these refugees really are: families and workers who are peaceful and well-mannered. We then take these words rooted in fear and hate and spin them into a positive statement, showing that just as words can be altered, opinions and prejudices can be too.
CONCEPT #openyourheart The #openyourheart campaign shows that refugees are normal people in need of help, and that changing the negative public opinion of them can save lives.
PRINT Print ads will reflect the same message as the video, overlaying negative-turned-positive quotes on real-world photos of refugees.
ENVIRONMENTAL By making our campaign visible in public spaces in Europe, we will bring the message to a personal level. Displaying our message on European bridges symbolizes the connection the campaign seeks to build between refugees and Europeans native to the countries they are fleeing to. Bridges also take people from one place to another, representing the journey from a place of prejudice to one of acceptance.