Peacefull x UNHCR
United Nations - She and Her Dignity - Corporate Social Responsibility Campaign
THE BRIEF
Given that the number of forcibly displaced individuals is rising each year – more than 89 million at the end of 2021, over 108 million at the end of 2022, and in excess of 110 million as of May 2023.
We leveraged the power of collaboration for our pro-bono client, UNHCR, to commemorate World Refugee Day 2023 on June 20th.
With this year’s theme being ‘Hope Away From Home,’ we united UNHCR’s subsidiary brand, MADE51 (a global brand of artisanal home décor and accessories that are crafted by refugees) and Peacefull (a UAE-born skincare brand with a global presence that is spearheaded by Salama Mohammed, a UNHCR High Profile Supporter since 2018), in an effort to turn the tide and not only raise awareness about the pressing importance of helping tens of millions of persecuted individuals worldwide but also to raise funds that would effectively serve in achieving this pursuit.
THE DELIVERY
After months of work in the lead-up to World Refugee Day, which included visits to MADE51 workshops, the RefuShe compound (a local social enterprise in Nairobi, Kenya, and the refugee women they work with), and the UN Refugee Camp in Kakuma, a private screening event was held at Manarat Al Saadiyat and the reception was stronger than expected.
Our social media campaign was promoted on Instagram to nearly four million followers via the collective efforts of all parties involved.
The end result saw immense traffic driven to the Peacefull website in a rapid timeframe, with the two variations of the limited edition t-shirt towel garnering a great deal of attention and interest as they both sold out in less than 24 hours; the first version was geared towards women across the region and suitable for all hair types, as to tackle post-shower hair issues, while the second was sustainably fabricated using sustainable cotton made out of recycled plastic and hand tie-dyed in Kenya by Congolese, Somali, and Sudanese women.
In the end, the campaign was a great success that extended beyond charitable contributions as the importance of helping these persecuted individuals was effectively emphasised to a mass audience.
THE OUTCOME
From a metrics perspective, not considering total funds raised, the She and Her Dignity campaign saw coverage in top-tier titles such as Forbes and Khaleej Times Examples of coverage secured can be found in our supporting document.
We saw
- A total circulation of 16,464,570
- A total advertising equivalent of USD 168,868,61
- A PR Value of USD 506,605,83
- A total circulation of 50% of Peacefull’s proceeds were donated to UNHCR with every product in August translating into vital aid for refugees.
- In total 453 families were provided with living essentials in ten countries across the globe.
- Through MADE51, approx 3,000 refugees were able to harness their artisanal skills to create 12,000 pieces each with separate designs and patterns, allowing them to participate in the global economy and preserve their culture all while caring for their families.