Tent Partnership for Refugees is a non-profit founded by Hamdi Ulukaya, the Founder and CEO of Chobani. Tent’s mission is to mobilize the global business community to hire and train refugees as employees, engage them as customers, and create products that meet the needs of their communities.
Tent turned to NationSwell Studio during the COVID-1design a social media campaign for World Refugee Day 2020.
We began work in March 2020, during the frightening, early days of the COVID-19 pandemic. Our campaign’s narrative couldn’t be more obvious: We would focus on the refugees at the frontlines of COVID-19, working every day to keep us safe, stable, and connected.
It was an unprecedented time to design a campaign and the challenges were considerable: Industries and economies were stalling, hospitals were filling, and normal life was halted. Meanwhile, countless refugees were working on the frontlines in jobs that ranged from medical staff, to food service workers, to tech support, to postal workers keeping us connected.
Two things were clear, however:
1. For humanity to overcome COVID-19, we’d need to work together. This inspired our campaign tagline: “When we work together, we’re stronger”
2. No voice could or should represent the refugees on the frontlines better than the refugees themselves. We wanted to hear from them in their own voices, in their own languages, in their various workplaces.
Given then international lockdowns, we prioritized digital content streams, specifically documentary videos, animated GIFs, and social media CTAs. We wanted business leaders and community members to recognize and appreciate how much their lives depended on refugees – and then share and mobilize in support of refugee workers.