British Red Cross - Refugee Week 2009

BRIEF:
To create awareness for British Red Cross’ involvement in Refugee Week

IDEA:
Change your status to change their status.

The British Red Cross are asking people to pledge their support to refugees by collectively 'changing their online status' across all social networks, instant messenger and email during Refugee Week (15th-21st June). Refugees arriving in the UK are often labeled as a group, saddled with the same "refugee" label and not seen as individuals. To highlight this issue, the British Red Cross are asking us to sacrifice our online identity by 'changing our online status profile' to the one uniform"label", to communicate the message of "looking beyond the label".  We created a film and an innovative social media toolkit to make sharing this message and changing online profiles easy, compulsive, fun and impactful.   The campaign kicks off with a teaser film presented by Desperate Housewives star Dougray Scott. The social media toolkit includes a range ofways to change your status tailored to each of the major social networking and communication platforms including: ' profile pictures, instant messenger avatars, Twitter hashtag set ups, a bebo skin, icons, blog badges and email signatures.                   

RESULTS:
Silver at LIA Digital Awards 2009

CD: Matthew Watts and Laura Jordan Bambach
Creative: Hannah Drury