The UNHCR campaign was launched with following objectives:

• Raise funds for Refugees

• Covering the lack of awareness of UNHCR

• Upgrade the perception of UNHCR in Italy

UNHCR invites people to appreciate their routine, by thinking about the tragedies 36.5 million refugees around the world have been through, losing everything: their homes, jobs, beloved ones and everything that formed their daily routine.

To activate immediately the nation on this issue, we invited top journalists, bloggers and opinion leaders to the ordinary press conference organized for the launch of UNHCR fundraising campaign. Unexpectedly the conference was interrupted from a 'commando', all the attendants treated as refugees till they will be welcomed in a camp created behind the press room. People lived an experience as real political refugee and lost for some minutes their routine.

Immediately, the message was spread into the life of the entire country with a massive coverage on the main media.

• Donations via SMS in the first two weeks of on air: + 500% over the target.

• New donors who have chosen UNHCR as the destination of their donation between 12 and 30 November 2012: 56%

New donors who have chosen UNHCR as the destination of their donation between 1.12.12 and 23.01.13: 68%

• On line donations (October vs November '12): +75%

• Great echo’s on Italian TV, radio, magazines and newspaper, web sites.

• Many Italian actors become spontaneously testimonials of the project.

• Unpredictable buzz on social media channels.

Many people live their routine as a nightmare. But for refugees who lost everything, routine is a dream.

The strategy was to put really at the centre of the communication our everyday life and not just the difficult situation of the refugee (cruel and bloody tragedy images).

At the end of press conference all the attendants (bloggers, journalists and opinion leader) found the same boring press conference as a relief.