We want Syrian refugees to document, film and share the bleak conditions of their lives in camp, and their daily struggle to survive during winter – with a series of video diaries filmed on their own smartphones, sent to SKT Welfare to edit. Cataloguing the most engaging stories to circulate.
This content will form the basis of an integrated winter campaign to highlight their plight, humanise the beneficiary and gain donor empathy with their very own compelling stories - told by themselves. Connecting the donor with the beneficiary. There is scope for this campaign to go beyond the organisations usual reach of the core muslim audience - and outreach to a more mainstream one.
Concept Development, Campaign Strategy and Art Direction: Jay Ali
Copywriting and Research: Heather Green
