Client: Norwegian Refugee Council
Sector:
NGO
Services: Advertising & Campaigns
Creative emergency aid
Norwegian Refugee Council (NRC) is an independent humanitarian organization that protects the rights of people displaced by war and conflict.
Strong and effective humanitarian organizations are needed worldwide. But disasters and crises are numerous and severe, and the competition for funding is tough. We assisted NRC in developing concepts that stand out and raise awareness.
Constructing a Tradition
The Norwegian Refugee Council (NRC) wanted to develop a Christmas campaign that would stand out in the competition for donors' attention during the holiday season. The campaign needed to be easily recognizable and have the potential for long-term development.
Insight
During Christmas, numerous organizations compete for donors’ attention. The Salvation Army’s “Bring Joy to Someone Who Dreads Christmas” and other campaigns like “Give a Goat” have clear, well-established themes. To stand out, we drew inspiration from the tradition of making and decorating gingerbread houses, which has emotional appeal and encourages active participation.
By focusing on the tradition of making gingerbread houses, the NRC created a strong annual campaign framework. This foundation could be built upon year after year, helping keep attention on NRC’s work and making the theme both relevant and enduring.
The "Give a Home for Christmas" concept has been established as an annual tradition, providing a solid foundation for future development. The campaign ensures continued engagement and awareness of NRC’s work and can be adapted to future needs to keep the theme relevant and impactful.
Solution
During Christmas, numerous organizations compete for donors’ attention. The Salvation Army’s “Bring Joy to Someone Who Dreads Christmas” and other campaigns like “Give a Goat” have clear, well-established themes. To stand out, we drew inspiration from the tradition of making and decorating gingerbread houses, which has emotional appeal and encourages active participation.
By focusing on the tradition of making gingerbread houses, the NRC created a strong annual campaign framework. This foundation could be built upon year after year, helping keep attention on NRC’s work and making the theme both relevant and enduring.
Collaboration
NRC and Minnesota Brand Agency worked closely throughout the process. Minnesota led concept development and creative direction, while NRC oversaw execution and partnership facilitation. By weaving together an emotional narrative and participatory activities, the campaign left a lasting impression and encouraged greater public support.
Result
“Give a Home for Christmas” generated a significant rise in donors contributing to refugee shelter. It also received extensive media coverage and strong visibility on social media, with thousands of shares under the hashtag #giethjemtiljul. The campaign meaningfully increased awareness of both NRC’s work and the ongoing global need for shelter for refugees.
An Alarming Thought
Unfortunately, wars and disasters become less important the further away they are. After the invasion of Ukraine, the war suddenly felt much closer. But over time, we become somewhat numb to suffering and destruction in other countries. We needed a small reminder.
Strategy/Idea
On June 14, 2023, the air raid siren sounded across the entire country, and an emergency alert was sent to mobile phones. For us in Norway, it was only a test – no real threat. In Ukraine, however, air raid sirens go off frequently – sometimes multiple times a day.
We wanted to use the siren and emergency alert at home as a catalyst for a short and intense fundraising campaign. By making people physically experience “what if it wasn’t just a drill?”, we hoped they would be more receptive to contributing to the work of the Norwegian Refugee Council.
Execution
The Norwegian Refugee Council immediately embraced the idea of using this day to run radio spots both before and after the drill. P4 and Sagveien Resort joined in as well. Everyone contributed in what became a collaborative effort. In addition, social media posts and videos were produced. Everything came together at record speed leading up to Wednesday, June 14.
Results
The Norwegian Refugee Council was very pleased with the engagement, and the message hit the mark. It clearly demonstrated that sometimes, "timing is everything".
Results
The Norwegian Refugee Council was very pleased with the engagement, and the message hit the mark. It clearly demonstrated that sometimes, "timing is everything."
