UNHCR worked with creative agency Blue State (@bluestate) to run a global COVID-19 campaign aimed at combating misinformation around refugees and COVID-19. They were also looking to raise awareness about how UNHCR helps protect refugees and internally displaced people from the pandemic.
They chose Twitter to achieve these goals because of their active and global presence on the platform and already-high engagement rates with their audience. They aim to reach both refugees themselves looking for support and available services, and members of the public who empathize with vulnerable refugees, are concerned about global issues, and want to make a positive change in the world.
UNHCR ran concurrent video views and website clicks campaigns (now called website traffic) to achieve their goals. For the video views campaign, they amplified organic videos produced by their global social media team - including a video with Ben Stiller, a UNHCR Goodwill Ambassador, on the power of soap. For the website clicks objective (now called website traffic), they added links in their Tweets to their dedicated landing page for the Coronavirus outbreak.