Bigger Picture
Europe is currently facing one of the biggest refugee and migrant crises as countries are struggling to cope with more than a million people having crossed into Europe in 2015. Despite heavy media attention dedicated to the topic there is still a portion of the European population, especially youth, that does not fully realize the magnitude of this crisis and what it entails. For this reason, the International Organization for Migration is launching an awareness raising campaign that via a series of print, social, digital and email ads will redirect the audience to the campaign website iamamigrant.org, where users can sign up, volunteer or donate, as well as read migrants’ stories from all over the world.
The campaign uses visuals of European sites that show an advantageous crop of a larger image inside the Instagram interface, enhanced with a typical filter effect. The viewers’ attention is immediately captivated by this part of the page where a beautiful beach sunset or architectural detail is shown.Only next do they discover the full view which shows the tough reality of refugees and migrants on our beaches and in our cities.
This creative concept sends a clear message: "It’s time to look at the bigger picture of the situation of migrants in Europe”.
The campaign developed by Ogilvy and Social.Lab Belgium will be rolled-out via banners, Instagram posts, email and print ads.
For more information, follow @iom_news on Instagram and the hashtag #BigPictureEU.
Credits
- Client: IOM – International Organization for Migration
- Agency: Ogilvy & Social.Lab Belgium
- Executive Creative Director: Mauro Rodriguez
- Creative Team: Troels J. L. Popp & Majken Gram
- Account Team: Alexia Baum
- Producer: Aurora Montes
- Designer: Pierre Lambreth
About IOM
Established in 1951 and marking its 65th anniversary this year IOM is the leading inter-governmental organization in the field of migration and works closely with governmental, intergovernmental and non-governmental partners. With 162 member states, a further 9 states holding observer status and offices in over 100 countries, IOM is dedicated to promoting humane and orderly migration for the benefit of all. It does so by providing services and advice to governments and migrants. IOM works to help ensure the orderly and humane management of migration, to promote international cooperation on migration issues, to assist in the search for practical solutions to migration problems and to provide humanitarian assistance to migrants in need, including refugees and internally displaced people. The IOM Constitution recognizes the link between migration and economic, social and cultural development, as well as to the right of freedom of movement. More information on http://www.iom.int/ and https://www.facebook.com/iommigration
