About The Project
CREATIVE CAMPAIGN | SOZE Welcome.US is a national initiative built to inspire, mobilize, and empower Americans to welcome and support those seeking refuge here and help them thrive.
On World Refugee Day 2023, Welcome.US wanted to harness the moment with a creative campaign that would inspire and empower everyday people across the nation to become Welcomers – in order to meet the urgent and increasing global displacement crisis driven by climate change, war and instability.
The Strategy
In an America that is facing an crisis of community, show how the act of welcoming unites friends, family, and neighbors to change lives – together.
The Campaign
Uniting In Welcome
The “Uniting In Welcome” campaign emphasized stories of community, highlighting the interconnectedness of sponsors, newcomers, and neighbors who have been united by the power of welcoming.
We created a range of supporting materials to engage Welcome.US’s major corporate partners, including Accenture, Google, Lyft, Marriott, and Pfizer, which included a hero PSA, social media assets, printable posters, employee engagement toolkits, and more.
To recognize Philadelphia’s status as Welcoming City, we created a “Story Neighborhood” installation in Love Park – uplifting stories of communities behind the national effort to welcome newcomers from across the world.
Social Media & Press Highlights
Results
Our Hero PSA was aired across broadcast channels and paid media placements and amplified by President Barack Obama, receiving over 9 million views. We also received 16 media hits, and saw engagement for 24 major corporate partners.
Our experiential activation in Philadelphia’s Love Park, in partnership with the Welcome America Festival, attracted local broadcast media including NBC, ABC, FOX, CBS and Telemundo affiliates. Over 10,000 people attended.
Across all channels, we drove 27K unique visits to Welcome.US’s website during this campaign.
Anya McMurray, President and COO of Welcome.US