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Syrian Mother's Day (Refugee Phones Charity )


One minute of Responsibility

Syrian Mother's Day (Refugee Phones Charity )

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Here´s a new piece of work from agency Akestam Holst / Stockholm / Sweden.
The idea is simple: This campaign turned commercial radio in Syria into a personal media channel for refugees from Syria.
Why?
To connect families driven apart by war and forced beyond the reach of digital technology, and to remind everybody of our shared bonds of family and humanity in these troubled times. Here´s a recap of the campaigns background and idea:
Problem/Insight: Refugee Phones helps refugees by offering donated smartphones. But for obvious reasons the phone connections in Syria are really bad, and many Syrians don´t even have phones.
Idea: March 21st is Mothers Day in Syria. On this day we made it possible for Syrian refugees to get in touch with their moms. We invited them to call our ”Mothers Day Hotline”, bought media on commercial radio in Syria, then re-packaged their personal messages as ”radio-ads” and broadcasted them all over the country they fled from.
Result: Over 150 radio spots were broadcasted on Syrian Mother´s Day, and the entire week leading up to it. On radio. All over Syria. 
Country : Sweden
Agency : Åkestam Holst
Advertiser : Refugee Phones Charity

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