Strategy and Execution

The #BeAWelcomer campaign's production strategy centered on an empathetic and thorough approach to storytelling, capturing the nuanced experiences of American sponsors and newcomers from Afghanistan, Ukraine, Venezuela, and Haiti as they resettled in the United States. Recognizing the power of their stories, our team dedicated itself to visiting these individuals and families, engaging with them directly in their environments to document their stories with sensitivity, dignity and respect. This sensitivity ensured that the stories collected were told in a way that honored the individuals' courage and empowered them.

To reach diverse audiences, the #BeAWelcomer campaign deployed a variety of content types including photo series, video series, audio storytelling, and art, distributed through owned communication channels such as email newsletters, organic social media, web, live events, and paid advertising. 

We brought these stories into physical spaces by building house-like structures that were populated with photos, portraits of Welcomers and Newcomers, and resonant quotes about welcoming – highlighting stories we captured from across the country, representing all populations that we serve. These were displayed at the Welcome America Festival in Philadelphia for World Refugee Day 2023, and at Little Amal’s tour stop in Washington, D.C. The houses were meant to make attendees reflect on the meaning of home and how they can help those beginning their new lives in the U.S. Each story house was associated with a QR code to push visitors to a landing page to learn more about welcoming newcomers. 

This comprehensive production strategy—marked by its emphasis on ethical storytelling, high-quality content creation, and immersive experiences—ensured that the #BeAWelcomer campaign captured a broad spectrum of stories and maximized their impact.