UNHCR Tolerance for World Refugee day
This public service announcement for the United Nations Development Programme highlights the importance of access to clean energy for people in need.
Energy is central to many economic, social and environmental concerns facing the world today. Lack of access to reliable, affordable and sustainable energy services contributes to a self-perpetuating cycle of poverty and problems of health, gender inequity and environmental degradation.
Globally, 1.3 billion people still lack access to electricity and 2.7 billion rely on solid fuels for cooking and heating. Almost 1.5 million people, mainly women, die annually from indoor air pollution caused by kitchen smoke. The lack of access to modern energy means using polluting kerosene lamps for illumination, suffering lengthy exposure to harmful smoke and fumes, and often ending the productive day at sundown.
Developing countries need reliable access to modern energy if they are to achieve economic growth, reduce poverty and improve the health of their citizens. Investment in modern energy is indispensable for a prosperous and sustainable future. UNDP is helping people gain access to modern energy for the Future We Want.
English version:
With Thai subtitle:
– background information on the development of the PSA. What background research is done? What is the creative strategy?
ANGELINA JOLIE leads in a campaign of tolerance for World Refugee Day
June 20th is World Refugee Day and this year UNHCR is marking the occasion by launching a new campaign aimed at promoting tolerance towards refugees. UNHCR Special Envoy Angelina Jolie has lent her voices to the campaign with a public service announcement (PSAs) which carries the message that no one chooses to be a refugee.
Aimed at building empathy and understanding toward refugees, the campaign asks the public to contemplate the horrific dilemmas faced by victims of war or persecution.
– substantial considerations on target audience, media outlets, timing. Who is the target audience? What media outlets are used? When is the PSA launched?
PSA launched on June 11, 2012
Global placement: Euronews worldwide; MTV (Europe, Middle East and Africa); FOX Global Network; CNN worldwide; and Bloomberg (Europe, Middle East and Africa)
Local placement: the Angelina Jolie’s PSA was shown in train stations and airports in Italy; on taxi advertisements in Hong Kong; in front of the houses of parliament in Berne; in cinema chains in Croatia, on Parliament’s TV Cable Channel in Portugal and Kris Aquino’s prime time TV show in the Philippines.
– sponsor information. What were incentives for sponsors?
The PSA was aired by multiple national broadcasters free of charge in numerous countries. The incentives are different in each country.
– supporting campaign material:
To develop the campaign, UNHCR teamed up with Young & Rubicam Brands Geneva to design provocative visuals that graphically portray refugee dilemmas based on true stories. Along with the PSAs, UNHCR has also developed a free smartphone app to support the campaign on various digital platforms around the world.
– impact. What were the viewer ratings? What correlations were visible?
Online placement of the PSA generated 108,874 views.
– effect. Data on social behavioral changes due to the PSA.
The phrase “No one chooses to be a refugee” and “Refugees don’t have a choice” gained real traction and were echoed by hundreds of media outlets. In fact, our tracking shows there were over 700 news articles that used the phrase.
Contact Details:Suchada (Ying) Bhukittikul
Private Sector Fundraising Associate
UNHCR
Regional Office in Thailand
Rajdamnern Nok Avenue
Bangkok 10200 THAILAND
Tel: + 662 288-1697
Fax: +662 288-1063
Email: Bhukitti@UNHCR.org