The European Union Commission (EU) had invested millions of dollars in supporting the refugee crisis in Lebanon and yet public perception was very shy. They commissioned us to take on this challenge – conducting research to understand if people simply didn’t know about the EU’s work, or were skeptical about the message, and to find the right communication solutions to reach the audience.
After key interviews with stakeholders at numerous NGOs and refugee camps plus market research, we had the proper insight needed to identify the right message for the right audience. We created a communication strategy that englobed TVC production, video shooting in refugee camps, infographics to show the contributions in different sectors, and a full-fledged advertising campaign with TV, radio, press ads, online and social media coverage. In other words, an amplified impact to reach our target audiences wherever they are.
Three million people were reached (that’s like half of the country’s population)! The communication solutions played a central role in raising awareness amongst citizens about the EU commission’s efforts in the wake of the refugee crisis, an act that gave credibility and positive recognition to the commission.