Road to Refuge Partnered with Cafes to Spread Awareness About Refugees
Laura McQuarrie — June 30, 2016 — Marketing
References: roadtorefuge & broadsheet.au
As part of a week-long initiative for Refugee Week in June, Road to Refuge teamed up with cafes across Melbourne in order to spread awareness.
Takeaway coffee cups at cafes were printed with #CoffeeWithLayla, which represents a fictive asylum seeker. The campaign urges coffee drinkers to put themselves in the shoes of a refugee and share images to social media of themselves sharing a #CoffeeWithLayla.
While this is an issue that's frequently covered on the news, adding a stamp to coffee a cup is a way of intervening in a person's daily routine and getting them to think about their day slightly differently, especially in comparison to others who are not so fortunate around the world.
Takeaway coffee cups at cafes were printed with #CoffeeWithLayla, which represents a fictive asylum seeker. The campaign urges coffee drinkers to put themselves in the shoes of a refugee and share images to social media of themselves sharing a #CoffeeWithLayla.
While this is an issue that's frequently covered on the news, adding a stamp to coffee a cup is a way of intervening in a person's daily routine and getting them to think about their day slightly differently, especially in comparison to others who are not so fortunate around the world.
Trend Themes
1. Social Media Campaigns - Creating hashtag campaigns that encourage empathy towards social issues can promote awareness in people's daily routines.
2. Cause Marketing - Partnering with organizations to promote a social cause with product marketing can bring attention to a larger audience.
3. Innovative Branding - Adding social messages to everyday products can provide a creative way of raising awareness on pressing issues.
Industry Implications
1. Food and Beverage - Collaborating with social organizations on branded food and beverage products will increase exposure and outreach for various social causes.
2. Social Justice - Working alongside organizations that advocate for refugees and social justice can lead to tactical marketing solutions that contribute to the betterment of society.
3. Sustainable Products - Developing eco-friendly products that contribute to a larger social cause can have a significant impact on raising awareness on pertinent issues while promoting environmentally conscious consumer habits.
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