Media > Culture & Context

SOS MIGRANTS

TBWA, Boulogne-Billancourt / FRANCE TERRE D'ASILE / WATIZAT / 2022

Awards:

Bronze Cannes Lions
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Overview

Credits

OVERVIEW

Why is this work relevant for Media?

These are messages that don’t use words but only Emojis to be understood by all.

Background

Thousands of migrants live on the streets of Paris.

Volunteers help them but cannot be everywhere, anytime.

One of the main problems faced is the language barrier.

Describe the creative idea / insights

505, The first number that enable migrants to find all the facilities to meet their basic needs (meals, healthcare, clothing, accommodation) without thanks to the universal language of Emojis.

Describe the strategy

When you can’t speak, you are lost.

The only object they have is a cell phone to keep the link with their families.

We wanted to create a system that allows to easily express, identify and guide them to the closest place for their needs.

Describe the execution

First, we thought about a relevant number 505 MIGRANTS. Because 505=SOS.

Then we’ve created a language. Based on migrants’ essential needs and associated emojis to these ?? ???? ?? ??

We have referenced all the services likely to meet their needs in every neighbourhood and use WhatsApp for glocalization.

The result is a WhatsApp conversation service: send an emoji expressing an essential need and a bot will respond with the itinerary to the nearest address that meets this need.

In order to publicise the tool, posters were put up near migrant camps, flyers were distributed during outreach activities and DOOHs were set up near strategic locations to publicise the operation.

List the results

As from the first week already, SOS MIGRANTS received no less than 3500 messages.

In only 2 months, more than 30,000 migrants have been able to benefit from essential services thanks to the program.

Please tell us how the brand purpose inspired the work

France Terre d'Asile aims to help migrants, especially refugees and asylum seekers, with their volunteers’ street outreach as they try to respond to their needs. The service offered allows volunteers to help migrants during their outreach and to make them autonomous in their search.

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