Following the “Likes don’t buy lives” effort, UNICEF Sweden has launched another sentimental campaign, “Escape ends here,” that aims to generate support for refugee children. The charitable organization communicated the message through an unconventional outdoor effort that involved projection mapping. Last week, residents of Stockholm could spot ghostly silhouettes of children all around the city—these eery, mystic figures were symbolizing refugee kids who have to face all the challenges of urban jungle, which becomes their home as they arrive, escaping from the native lands.
White figures appeared on the city streets, walls of the buildings, on benches as dynamic projections—they were standing, running, walking down the stairs or sleeping, which added to the impression that they all were living and breathing. At the beginning, the silhouettes were projected without any explanations, and last Friday, UNICEF shared the idea behind the effort, which aims to make the United Nations Convention on the Rights of the Child the official law of the country. The street campaign was developed by the Stockholm PR agency Deportivo.
The statistics reveals that about 3,500 children came to Sweden alone in 2012, which is almost 10 times more than in 2004, when just 388 children arrived to the country unaccompanied. Kids who have a lot of negative experiences from their life in the country of birth (war, poverty and more) have to integrate into the new life, which is very tough—in particular, because they have no parental guidance. On arrival to Sweden, these young refugees go to the transitional housing, but they still need protection from abuse they sometimes experience in new home and help in assimilating into the new life. The goal of the campaign was to raise awareness of the problem, and get more people to sign the petition to support the law enforcement. As for now, almost 19,000 people have supported the cause with their voice.
The digital hub of the initiative includes “Mellanlandet” documentary video, a themed report, an infographics, stories of children on the run and statement of purpose of the campaign.