Refugees Welcome: Search Racism. Find Truth.

This case study explains how Refugees Welcome, a German charity which advocates for refugees, used pre-roll YouTube ads and PR to help change opinions about refugees and generate donations.

Advertiser: Refugees WelcomeAgency: FCB ZürichCountry: Switzerland

Objectives

Because of the long-lasting war in Syria thousands of people escape to Europe. Whilst in the beginning they were welcomed, today the refugees increasingly encounter rejection and hate. Especially in Germany right-wing radicalism is getting stronger and stronger. Their greatest weapon is the internet, where lies and prejudices are consciously spread, to increase the hate and to incite the population against the fleeing people. The organization "Refugees Welcome", that helps refugees to integrate in Germany, intends to put a stop to the spreading of digital hate. "Refugees Welcome"...

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