Refugees often travel long distances looking for a new place to live. To make the public aware of how it is to walk these long distances, Vluchtelingenwerk Vlaanderen organizes an annual Refugee Walk, a forty kilometer walk in the Flemish National Park Hoge Kempen. Vluchtelingenwerk Vlaanderen asked LVTPR to generate as much attention as possible for the second edition of this walk.
In the weeks leading up to the Refugee Walk, we came up with a guerilla campaign that would get noticed in all of Flanders to gather as many participants – and money – as possible. We visited Mechelen, Brussels, Ghent, Genk, Ostend and Leaven and dressed well-known statues as refugees. The goal was to show what it’s like to suddenly have to leave your home behind. In their search, refugees don’t just leave behind object, but memories, hope and love as well. We wanted to use this message to convince people to join or sponsor the walk.
We created extra awareness for the campaign by building a social media campaign around it. On the one hand, we spread word of the campaign on Vluchtelingenwerk Vlaanderen’s channels (owned). And on the other hand, we collaborated with influencers in every city. We asked them to share the dressed statues on their social media channels (earned). This resulted in posts by Lize Feryn , Sean Dhondt, Eva Mouton, Lien Van De Kelder, Tom De Cock and Shades of Ghent.
The results were overwhelming. Nearly every local and national media outlet reported on the campaign, which included an interview with video report on Radio 2, and interviews on MNM, Studio Brussel, Q-Music, ROB tv and TV Oost. In addition, nearly every newspaper reported on the campaign, either online or in print: Het Nieuwsblad, Het Belang Van Limburg, De Standaard, VRT NWS and Hln.be.
And the registrations? They went through the roof. Just like the brand awareness of Vluchtelingenwerk Vlaanderen. Oh, and in less than two weeks’ time, donations went from 18,000 to 33,000 euros. We won’t lie: we’re pretty proud!