More than 12 million Syrians have fled their country since the outbreak of the war there some five years ago. The plight of these people is now the focal point of an emotional campaign entitled ‘Keys of Hope’, developed by BBDO Düsseldorf. Commissioned by the Caritas International charity, it draws attention to the fate of individual refugees. The principal visuals in the charity campaign are house keys, shown in the open hands of refugees.
“Each individual key represents the longing for a safe and secure home – and the hope that one day a return to one’s homeland will be possible,” explains Christoph Klitsch-Ott, Deputy Director, Caritas International.
The central platform of the campaign is the microsite www.keys-of-hope.org, which contains relevant information and enables the user to make a donation to Caritas for its disaster and emergency aid programs in Syria and neighboring countries. Working alongside locally based partner organizations on the coastal strip and in other towns and cities within Syria, Caritas International provides support and assistance for the victims of violence as well as urgently needed aid.
“The powerful symbol of the house key leaves no-one unmoved, because everyone is aware of the huge importance of having a home of one’s own,” said Kristoffer Heilemann, Creative Managing Director, BBDO Düsseldorf.
‘Keys of Hope’ presents the plight of individual Syrian refugees in the form of ten emotional videos. One of these persons is Nagua Al Sabuni from the Syrian town of Harasta – she fled after tanks had launched an attack on her home town. She says: “I kept the house key because I hope I can return there some day.” Each of the refugees’ dramatic stories is also being circulated on social media in order to attract attention to the campaign platform and consequently to the distressful situation of these people driven from their homeland.
Credits:
CCO: Wolfgang Schneider (BBDO Group Germany GmbH) Darren Richardson (BBDO Düsseldorf GmbH)
ECD: Kristoffer Heilemann
CD: Marie-Therès Schwingeler, Andy Wyeth, Konstanze Bruhns
AD: Kirsten Dey-Kanani, Ailton Henriques (Digital AD), Fabian Haumann (Senior AD Digital)
Account Team: Verena Schödel AD, Benjamin Kraus JAM, Marvin Ruthmann JAM, Janette Woelwer CM, Anouk Huisman JAM Agency Producer: Alexander Link Chief Production
Typographer: Tobias Saul BBDO
Print production: Bernhard Burg, Dörte Reingen-Krombusch
Production company: Cobblestone, CraftWork
Post Production: CraftWork
Sound: TRO GmbH Music Services
Media: OMD Germany
PR Agency: Ketchum Pleon Düsseldorf
Live Marketing: BBDO Live
