Refugees Are Changemakers
360° Campaign Strategy • Global Team Leadership • AI Innovation
Leading comprehensive 360° campaign strategy that reshaped global perception of refugees from beneficiaries to changemakers, driving unprecedented engagement and policy conversations across 40+ countries through strategic storytelling and multi-platform activation.
2.3M+ Global Reach
85% Engagement Rate
40+ Countries
98% Message Recall
Overview
As World Refugee Day 2024 approached, IRC faced a critical narrative challenge. Global public perception positioned refugees as passive recipients of aid rather than active contributors to society. This limiting narrative was hampering fundraising efforts, policy advocacy, and refugee integration programs worldwide.
Strategic Imperative: Transform global perception from "refugees need help" to "refugees are solutions" while maintaining IRC's authoritative voice and driving concrete action across 40+ country operations.
The campaign needed to work across vastly different cultural contexts, from refugee-hosting countries to major donor markets, while driving measurable engagement and policy conversations that would outlast the World Refugee Day moment.
As World Refugee Day 2024 approached, IRC faced a critical narrative challenge. Global public perception positioned refugees as passive recipients of aid rather than active contributors to society. This limiting narrative was hampering fundraising efforts, policy advocacy, and refugee integration programs worldwide.
Strategic Imperative: Transform global perception from "refugees need help" to "refugees are solutions" while maintaining IRC's authoritative voice and driving concrete action across 40+ country operations.
The campaign needed to work across vastly different cultural contexts, from refugee-hosting countries to major donor markets, while driving measurable engagement and policy conversations that would outlast the World Refugee Day moment.
Process
I developed a narrative strategy centered on evidence-based storytelling that positioned refugees as entrepreneurs, innovators, and community builders. Rather than traditional charity messaging, we focused on refugee-led solutions and economic contributions.
Process Steps:
Research & Insights: Collaborated with IRC's research team to identify compelling refugee success stories and economic impact data across global operations.
Narrative Framework: Developed "Changemakers" positioning with supporting proof points, adaptable messaging hierarchy, and cultural sensitivity guidelines.
Visual Strategy: Created visual language celebrating refugee agency - dynamic portraits, behind-the-scenes moments, and solution-focused imagery. Hired the amazing artist Temi Coker to bring
Platform Optimization: Designed platform-specific content strategies maximizing organic reach while maintaining consistent core messaging across channels.
Outcome
The campaign launched with synchronized activation across digital, social, traditional media, and experiential touchpoints. I led creative direction for all assets while coordinating regional adaptation requirements across IRC's global network.
Creative Direction Highlights: Led art direction for hero photography sessions in Jordan, Kenya, and Colombia, ensuring authentic representation while maintaining visual consistency across regions. Developed modular design system allowing country offices to create localized content within brand guidelines.
Team Leadership
This campaign required coordinating creative talent across 8 time zones, managing cultural sensitivities, and ensuring consistent quality while allowing for regional adaptation. I led a core team of 12 creatives with extended network of 40+ regional contributors.
Leadership Approach: Established daily check-ins across regions, created comprehensive brand guidelines with cultural adaptation notes, and implemented real-time feedback systems. Balanced creative freedom with brand consistency through clear frameworks and collaborative review processes.
The campaign's success relied heavily on empowering regional teams to make local decisions within strategic parameters, while maintaining oversight on core messaging and visual consistency. This approach allowed for authentic cultural adaptation while preserving campaign integrity.
Recognition & Awards
The campaign's innovative approach to humanitarian storytelling earned recognition from The Anthem Awards, competing against global agencies and brands in the Humanitarian Action category.
Anthem Award Recognition:
"This campaign exemplifies the power of strategic creative direction in changing global narratives. The shift from traditional charity messaging to empowerment-based storytelling represents a new standard for humanitarian communications."
Beyond awards recognition, the campaign's strategic framework has been adopted as IRC's standard approach for refugee-focused communications, influencing policy conversations and inspiring similar narrative shifts across the humanitarian sector.
