UK FOR UNHCR
Fragments of Hope
Creating Wider support for refugee week.
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.
- 52
- pieces of earned coverage, including 5 broadcast
- 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.
