Make people
care.
UNHCR had struggled to generate interest in the Step for Safety walk in support of refugees in Africa. The task was to make the cause feel immediate, human and worth showing up for.
Step for
Safety.
A cause-led public experience that turned the plight of refugees into human connection, collective action and Africa’s largest single Step for Safety walk.
Make people
Connection before
conversion.
Previous recruitment focused on payment and sign-up without first bringing the refugee cause to life. People needed to feel a human connection before they were asked to participate.
Let them feel
the journey.
We placed an experiential tent in high-traffic areas and recreated the living conditions faced by refugees. The encounter triggered curiosity, emotion and meaningful sign-ups.
2,649
participants.
The campaign registered 2,649 participants - the largest turnout for a single Step for Safety walk across all African countries in which it took place.
People showed
up.
The experience moved from intimate conversations to a visible, joyful public movement.
