In recent years, Europe's frontpages were dominated by the refugee crisis. But with so much going on in 2020, it's no wonder we stopped paying attention. And yet, people are still drowning every day. The "Drowned Requiem" attacked the news world from different angles to bring the topic back into the public eye. We created an intriguing and eye-catching music video performed by the underwater musicians Between Music to raise awareness all over Europe.

Worldwide, there were 80 million refugees in 2020. The Mediterranean was, and still is, one of the hotspots of this humanitarian crisis. Tens of thousands of refugees have drowned in the Mediterranean Sea. Europe is watching, closing its borders and ignoring their duty to rescue at sea. At the same time, civil sea rescue is being prevented from saving lives, and five rescue ships are currently being held on flimsy grounds. “Fort Europe” has become a reality. This is despite the fact that rescue at sea is a state task, and all EU Member States have pledged to respect Human Rights.

Human rights? They simply drown with the refugees.

How do we get Europe and its politicians to look again and fulfil its humanitarian duty?

The Drowned Requiem is a unique music video. It leveraged on the sheer fascination brought by the unseen, which served as a Trojan horse for the campaign: intriguing beauty combined with dreadful glimpses.

Recomposed into a requiem and performed by the underwater musicians Between Music, Beethoven's "Ode to Joy", the European Anthem, was played at the grave of thousands who drowned seeking help – at the bottom of the Mediterranean Sea.

The goal of the campaign was to bring the drowning at the Mediterranean back into the public eye. By reaching as many Europeans as possible, and especially, by targeting European politicians, both directly and through newly empowered citizens that challenged their representatives to act. The campaign gave users multiple options to act: Share the video, post a video comment, address the EU directly or donate.

The video was launched throughout Europe along with a petition to EU Commission President Ursula von der Leyen to stop the tragedy at the Mediterranean and to support state sea rescue. In addition, the campaign raised funds for the new rescue ship “SEA-EYE 4”.

The idea behind the unique approach of the Drowned Requiem campaign was to hit the social networks and obtain media coverage through diverse target groups: musicians and music enthusiasts as well as the world of politics and social activism. Using social channels served as an optimal springboard. The intention was to create as much buzz as possible from the start. After all, those who can generate a high level of engagement in social networks also demonstrate social relevance.

The campaign found it's way into the most influential European News channels, especially the cultural segment. Highlighted by an ARTE documentary on the musicians and their project, the campaign was featured in ARD, RTL, WDR, SR, Sveriges Radio, KM! Radio, Deutschland Funk Kultur, La Publicidad, Stuttgarter Nachrichten and many more.

The performance video of the "Drowned Requiem" was particularly successful in government districts from Brussels to Berlin thanks to geotargeting. Through the campaign page, thousands of Europeans emailed EU Commission president Ursula von der Leyen to remind her of the EU's treaty obligations.

More than 15 million contacts, visitors from 133 countries for wesendaship.org, an average donation of 84.37 Euro per donor and 440,000 Euro for a new rescue ship: the Sea-Eye 4. Financed in a record-breaking 4 weeks.

And Ursula von der Leyen? She disabled her email account.

Today the result of the campaign saves lives in the Mediterranean.