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Project Roadmap: World Refugee Day 2024 Lead Video
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Concept Note: World Refugee Day 2024 Lead Video
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Concept Note: World Refugee Day 2024 Lead Video

Objective

For World Refugee Day 2024, this powerful 60-second narrative aims to foster empathy and understanding for refugees by drawing parallels between their experiences and the universal challenges faced by all. The video will highlight the everyday struggles of refugees and emphasize the need for humanitarian efforts to provide solutions. By comparing the experiences of refugees to those of a global audience, the video will evoke empathy and raise awareness about the challenges faced by refugees worldwide.

Target Audience

The primary audience includes young adults and professionals globally, active on social media platforms. The secondary audience encompasses policymakers, educators, and potential donors who can influence refugee support programs.

Key Message

Overarching key messages focus on solutions for refugees. Sub-themes include inclusion, solidarity and empathy. Full list of WRD
key messages can be found here
⁠
.
Relatability and Empathy: Showcasing that challenges are universal, but refugees face some of the most difficult. Solutions exist for everyone including refugees.
Awareness: Encouraging viewers to understand that we don’t need solutions to the refugee crisis. We need solutions for refugees. Education, work, and most of all – peace so refugees can return home.
Hope: Highlighting the strength and resilience of refugees as they overcome significant challenges. We should do more than call out their resiliency though. The world must respond by supporting simple solutions that can assist those forced to flee.

Visual Style

High-quality, emotive visuals to create a strong narrative connection.
Use of split-screen technique to show the parallel lives.
Subtle but effective transitions to emphasize the connection between everyday and refugee scenarios.

Product Specs

Product 1: Full lead video 60-90 seconds in length
Square (1x1):
ENG
ASI
Vertical (9x16)
ENG
ASI
Wide (16x9)
ENG
ASI
INT
Product 2: Solution Shorts - 10 to 15 second cuts utilizing single segments (one everyday solution and one solution for refugees). Stand alone, focused segments to target various niche audiences (educators, students, policymakers, etc).
Segment 1: Employment
Square (1x1)
ENG
ASI
Vertical (9x16)
ENG
ASI
Segment 2: Health and Hygiene
Square (1x1)
ENG
ASI
Vertical (9x16)
ENG
ASI
Segment 3: Safety
Square (1x1)
ENG
ASI
Vertical (9x16)
ENG
ASI
Segment 4: Education
Square (1x1)
ENG
ASI
Vertical (9x16)
ENG
ASI
Segment 5: Social Inclusion
Square (1x1)
ENG
ASI
Vertical (9x16)
ENG
ASI
Segment 6: Access
Square (1x1)
ENG
ASI
Vertical (9x16)
ENG
ASI
Segment 7: Basic Needs
Square (1x1)
ENG
ASI
Vertical (9x16)
ENG
ASI
Segment 8: Returning Home
Square (1x1)
ENG
ASI
Vertical (9x16)
ENG
ASI

Publishing and Distribution Strategy

Distribute to UNHCR networks on June 1, 2024.
Distribute to UN agencies on June 1, 2024
Distribute to PCS partners on June 1, 2024
Distribute to PPH partners on June 1, 2024
Publish on June 19, 2024 across all platforms:
Facebook
Instagram
LinkedIn
X
TikTok (compilation)
Instagram Threads
Whatsapp Channels
Distribute to SET with shareable links on June 19, 2024
Distribute to GWAs with shareable links on June 19, 2024
Publishing on World Refugee Day.

Budget and Resources

Estimated budget: [Specify based on production scale and marketing needs]
Resources needed:
Studio time (TBC)
Videographer day rate (TBC)
Talent
Media assets (tbc)

Input and Evaluation

Work with refugee group on production, filming, and focus group testing before launch.
Track engagement metrics (views, shares, likes).
Social listening for insights on message clarity and impact.
Assess increase in donations, social media conversations and web-traffic post-launch

Production Timeline

19 May - paid promotion brief submitted
20 May - first edit goes to selected group of refugees for input
23 May - second edit goes to Bureaux and Task Force for signoff
28 May - signed off third draft goes to Dana and/or Dominique for final signoff
1 June - distribution
19 June - publishing
19 June - boosting
20 June - publish posts shared with amplification requests
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