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 . 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 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 2: Health and Hygiene Segment 5: Social Inclusion Segment 8: Returning Home 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: 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] Videographer day rate (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 20 June - publish posts shared with amplification requests 
Concept Note: World Refugee Day 2024 Lead Video