I’m Moving to Canada
We used one disaster, the US Presidential Election, to draw attention to another disaster, the Syrian refugee crisis. Using Google trends, we noticed that Trump’s nomination was causing a huge spike in the search term “Move to Canada”.So, we set out hold up a mirror to Americans considering to flee the US because of an orange man in an ill-fitting suit. And draw a parallel to the plight of the Syrian refugees, who were fleeing for their lives. How?With Google AdWords we hijacked the moment Americans were searching and directed them to our site: ImMovingtoCanada.orgIn addition, we launched a social campaign responding real-time to the debates and news, to further drive people to our site.Once there, we compared Americans fleeing due to the election, to the Syrian refugees who were fleeing for their lives. And gave visitors a reason to donate towards the cause.
Country : United States
Agency : Publicis New York
Advertiser : Doctors of the World