To call attention to the millions of refugees in need during the holiday season, we rewrote a more personal version of one of the most famous Christmas carols to tell the stories of 32 refugees from 17 countries. The choir, which was made up of these refugees, then , who then performed this song it in the heart of NYC. As proof that humanitarian aid saves lives, our choir asked the world to notnot to stay silent during this time of crisis.

In November 2017, a documentary crew followed three refugees, recording their daily lives and stories. The new Christmas carol was recorded in a studio, and then the choir of 32 refugees from 17 countries held a surprise public performance live in NYC in December to form our main content piece for the Facebook campaign, which ran in more than 200 countries. Later, when people searched for Christmas songs online or on streaming music services, they heard the choir deliver our message.

During Christmas week, our online content videos and social posts generated more than 36 million impressions globally, with an additional potential audience of 71 million from earned media channels. The campaign ran in more than 200 countries and generated nearly 850,000 engagements on social in less than a month. The song appeared across media and was featured on major music streaming services.