An emphasis on refugee empowerment was required to focus on issues relating to location. The need for more fundraising was key, to allow more empowerment projects.
Safe and Well is a proposed sequential experience that would exist for one day only. A campaign putting refugees there in person uses their physical being and forces audience participation.
The aim is to give refugees visibility and add validation to the act of donating. It is a celebration of the public’s hard work. The idea drew inspiration from Saatchi and Saatchi’s Voices campaign.
The aim is to provoke further conversation and extend the life of the campaign through other media.