Digital Transformation

Refugee viral campaign created by Civic


By The Drum Team | Staff Writer

June 2, 2009 | 3 min read

A viral campaign to promote Refugee Week has been created by Edinburgh based digital agency Civic.

Alongside the Scottish Refugee Council (SRC), Civic has developed a series of short video interviews that feature refugees reciting lines from famous Burns poems around the theme of home and belonging, and what the notion of home can mean to different people.

The videos are running on You Tube and have also been sent to a range of social media networks, as well as through websites such as Oxfam, Amnesty, Homecoming Scotland and The Grid.

Greig Tosh, managing director of Civic, explained: "The aims of the campaign are to engage people and to raise awareness of Refugee Week 2009, to increase footfall at events and to improve the understanding of issues around refugees in Scotland. The Scottish Refugee Council has taken a particularly innovative approach to its marketing this year and the use of social media is generating a healthy, stimulating and interesting debate amongst a range of audiences and communities.”

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The campaign will aim to increase the traffic to the Refugee Week website, increase membership through the Refugee Week presence on social networks and to amplify the message through placement of the viral on other sites.

Refugee week will run from 15-21 June.

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