UNHCR: A global fundraising brand

The Global Shelter Campaign ‘Nobody Left Outside’ was produced in order to give a single, response driven brand to UNHCR’s fundraising efforts across multiple markets. UNHCR traditionally used indirect, organisational language to both describe their work and to seek support from individuals. Bluefrog changed that. Working through a discovery and workshop phase we identified a single, audience focused proposition that described the physical and emotional need of refugees as well as the sense of solidarity that was at the heart of the public’s support.

Our central proposition was that no refugee man, woman or child should be physically left outside without shelter and protection from the elements. While at the same time ensuring that people forced to flee are never outside of our thoughts, consideration or protection.

Bluefrog devised the brand proposition, look and feel, the campaign assets and a toolkit / brand book so that it could be used throughout the world. The fundraising brand was implemented in more than 14 countries and the campaign raised more than $20m.