PROJECTS & STRATEGIES WINNER IN THE CATEGORY ASSOCIATIONS & NGOS”
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WATC H THE CASE FILM
MORE THAN SHELTERS with achtung! and thjnk
Ne v er be fo re h ave s o many refugees come t o Germ any. Many Germ ans are af raid . The aid org a n i z a ti on M O R E T H A N S H E LT E R S wa nts to h e l p re fuge e s an d i ntegra te them. But how ca n a s m all o rg anizat io n c reat e t he m o m ent u m f o r m ore s ol i d a r i ty th rou g h ou t Ge r m a ny? Wi th a u n i q u e c am p aig n like t his .
M O RE TH A N SHELT ERS wants to draw a t t e nti o n t o t h e refugee s ituation wit h a sur p r i s i n g an d di srup tive ca mp a ign. And, at t h e sam e t i m e , p rovid e imp etus for great er e mp a thy an d so l id a rity, rais e awarenes s o f t h e i r wo r k an d r ais e fund s for the p rod uc t io n o f mo re re fuge e t ents . Th e Ger m an s re ad a b out the “tid e of refugees” . But w h o h as e v e r s p ent a night the wa y t hey d o? Inst e ad o f ap p ea ling for p ity, MO R E T H AN S HELTER S tries s omething that’s ne v er b e e n do n e be fo re : a refugee tent is marke t ed
like a ho t el s u it e. The aim is t o c ap t u re th e Germ ans’ at t ent io n and g et t hem c u rio u s. An d t ho s e s t aying o v ernig ht s ho u ld s hare th e i r exp erienc es . The ref u g ee t ent s are m arket ed like a 5 - s ta r ho t el ro o m : v ia b o o k ing p o rt als , w i th a d ed ic at ed m ic ro s it e, v ia s o c ial m ed ia c han n e l s , w it h an o p ening d ay f o r j o u rnalis t s , b y me a n s o f g u erilla m arket ing, p lac ard s and P R. T V, rad io s t a t i o n s , n e w s p a p e r s , b l o g g e r s a n d o n l i n e m u l t i p l i e r s r e p o r t . Re s u l t : 2 2 5 . 3 million contacts. More and more people
check in. They sleep like refugees, and have a moving experience that they share with others via media and online. Shortly a f t e r t h e l a u n c h t h e r e f u g e e t e n t s … s o r r y, hotel rooms are booked out. Donations o f o v e r 1 5 0 ,0 0 0 e u r o s a r e r e c e i v e d . T h i s m a k e s a l o t o f n e w t e n t s . Bu t , m o s t importantly: some people have a new take on refugees – and that’s a good start.