UK FOR UNHCR
FRAGMENTS OF HOPE
BRIEF
With over 122 million people forcibly displaced around the world, UK for UNHCR, the United Nations Refugee Agency's national partner in the United Kingdom, tasked us with creating a compelling campaign to mobilise the British public in support of refugees this Refugee Week (16 - 25 June 2025).
In a politicised media landscape, we wanted to move beyond the facts and figures and remind the public of the human impact at the heart of this topic. Helping the charity create a wider support base through new followers and advocates.
IDEA
We partnered with renowned UK artist Billie Bond to craft a piece of art like no other. Using the ancient art of Kintsugi we created a one-of-a-kind tea set created from fragments of cultural teaware sourced from Ukraine, Syria, Pakistan, Afghanistan, and Sudan, alongside personal contributions from six extraordinary Refugee Storytellers from these countries.
Each fragment was mended with gold lacquer - serving as a metaphor for the courage and resilience it takes to rebuild a life, piece by piece. Together, this tea set reflected hope and healing, and, through striking product imagery, created a hero campaign asset around which our story was told.
RESULTS
52 pieces of earned coverage, including 5 broadcast: 100% of coverage included key messages, a UK for UNHCR mention and our hero photography or video.
5 new creator partnerships: far exceeding initial the KPI of 1 and achieving 227,800 total views.
14% jump in sympathetic sentiment (47% to 61%).
23% of people who saw the campaign said they were more likely to donate to the charity after seeing it.
