Content Strategy & Multimedia Production
Creative Strategy & Innovation
Research, Insights & Human-Centered Design
Every Number Has a Story
Transforming Global Refugee Data into an Award-Winning Integrated Campaign and Groundbreaking Gaming Partnership.
Integrated Campaign Management; Corporate Partnership Relations; Creative Direction
A global 360-degree campaign for the IRC’s 2024 World Refugee Day, "Every Number Has a Story" broke through conventional humanitarian messaging by pairing compelling data with individual narratives, culminating in a prestigious Cannes-recognized campaign and the organization’s first-ever, highly successful integration into one of the biggest mobile games in the world, Pokémon GO.
My mission was to drive global recognition and innovative audience engagement for the World Refugee Day campaign. I led the creative strategy for a comprehensive Global 360 Campaign, ensuring thematic and visual consistency across content created and deployed worldwide, including the US, UK, Korea, Germany, and Sweden.
Crucially, I worked to integrate this campaign's narrative into the IRC's emerging gaming partnership department, successfully leading the creative strategy for a landmark collaboration with Niantic, Inc. (creator of Pokémon Go). This groundbreaking integration leveraged the campaign's message to reach millions of new audiences and secure matched fundraising within the Pokémon GO mobile platform game.
1. Global Messaging Cohesion: Executing a cohesive Global 360 Campaign strategy across five distinct, high-priority markets (US, UK, Korea, Germany, and Sweden) to amplify the core message worldwide while maintaining cultural and regional relevance.
2. Innovative Audience Acquisition: Identifying and leading the integration of the campaign into the IRC’s gaming strategy, resulting in the IRC's first-ever inclusion in a mobile game with Pokémon GO. This strategy leveraged the mobile platform to reach mass new audiences (gamers) and drive crucial fundraising through a major, limited-time activation (3/4-3/10 in NYC, Seattle, LA, SF, and Dallas).
3. Strategic Narrative Design: Moving beyond statistics to craft a human-centric narrative that successfully drove organizational positioning and garnered top industry recognition, winning a Silver Award at the Cannes Corporate Media & TV Awards for Integrated Communication and Social Media Videos.
1. Prestigious Creative Recognition: The IRC’s 2024 World Refugee Day campaign “Every Number Has a Story” was honored with a Silver Award in the categories of Integrated Communication and Social Media Videos at the highly selective Cannes Corporate Media & TV Awards, validating the global strategy and execution.
2. Groundbreaking Partnership Success: I successfully launched the collaboration with Niantic, Inc. and Pokémon GO, which marked a significant organizational milestone as the IRC’s first-ever inclusion in a mobile game. Being featured in Pokémon GO provided a phenomenal opportunity to reach new, broad audiences.
This initiative ran from 3/4-3/10 in five major cities: NYC, Seattle, Los Angeles, San Francisco, and Dallas. (See the initial call to action: Go catch some Pokémon for a good cause & donate: https://lnkd.in/ekCeqEJj)
3. Fundraising & Mission Support: The campaign, supported by the gaming initiative, raised crucial funds for the IRC’s humanitarian mission, with all funds matched by the incredible support of the Tripadvisor Foundation. This collaboration demonstrated a successful model for integrating strategic campaigns into innovative, high-impact partnerships.
