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Charity Help Refugees has launched a socially driven contextual campaign based on the portfolio of Iranian refugee artist Majid Adin, with the aim of raising awareness and empathy towards refugees globally.

Created by UGCA and supported by Clear Channel UK, #ChooseLove comprises animated out of home inspired by Adin’s short film ‘The Journey'. The copy reads ‘Some children will go through more this winter than most adults do in a lifetime’.

UGCA plans to collect the hashtag content created from out of home activity and publish on web and mobile sites. It also hopes that other media owners will lend their support as the project develops.

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“When Clear Channel and UGCA approached us about collaborating on a socially driven campaign, we were over the moon,” said Tom Steadman, head of communications at Help Refugees. “It’s incredibly exciting to see what’s possible when agencies, media, technology and charities work together for the greater good.”

Stuart Thompson, UGCA’s chief executive, added: “When we first met Help Refugees it was clear that they could benefit from our close relationship with Clear Channel. Choose Love has now become a huge movement, and it’s been an honour to help with such a connected campaign that drives donations to the straight to projects across the world."

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