The #Chooselove campaign, released earlier this year, will continue its appeal towards the global refugee crisis at this year’s Cannes Lions Festival of Creativity as it aims to find new media companies to partner with to further promote its cause.
Released in March, the campaign was created by UGCA and supported by Clear Channel UK, and uses out of home (OOH) to promote the animation, inspired by the short film ‘The Journey'.
Clear Channel will run the campaign across its digital screens around Le Croissette and Le Palais while the founder of Choose Love, Josie Naughton, chief executive of Help Refugees, will also be in attendance at the event.
Including within the copy of the advert is the message: “Some children will go through more this winter than most adults do in a lifetime.”
"We're at Cannes Lions to talk about Choose Love, the world's first store where you can buy real products for refugees. A place where you can shop your heart, leave with nothing and feel great about it. This brand new concept is changing the way we all think about shopping and giving, and over last Christmas, we raised a million pounds to help hundreds of thousands of people. This year, we want to inspire even more people to choose love, and help us help more displaced people in need,” explained Naughton of what she hoped would be achieved.
UGC Agency’s Stuart Thompson added: "We're working with key media this year to rally the influential audience at Cannes Lions to get behind the #chooselove campaign, this includes five bespoke animated digital out of home films created by refugee Majid Adin and delivered through our partner Clear Channel UK. We're excited to be collecting and celebrating the impact of this campaign at Cannes through all of our #chooselove digital channels."
Another aim of the campaign is to gain attention from US media outlets to help raise awareness of the issue in the US. 94% of donations to the charity go to refugees, with nearly one million beneficiaries around the world receiving aid, The Drum understands.