This weekend was World Refugee Day, and to mark it, UNICEF debuted a moving film that aims to show refugees in a different light: not as helpless victims, but as talented people that have potential.
The film, created by VaynerMedia's London office, tells the real-life story of Aboud Kaplo, a self-taught musician and former refugee who realized his dream of becoming a concert violinist, even after being driven from his home during the war in Syria. Told in reverse, the campaign deliberately shies away from showing distressing scenes, although we do see one scene the war intrudes on his music. It highlights his talents and shows the contribution of those who helped him realize his dream, including Susie Attwood, a British filmmaker who recognized and encouraged the young musician’s talent after a chance meeting in Lebanon.
The spot, directed by Stink Films' Judith Veenendaal, is running across multiple social media platforms and marks the start of a campaign that will will go on help bring UNICEF supporters even closer in partnership with migrant and refugee children through shared passions.
"While we want to convey the devastation young people can face, we also need to show the astounding potential children have and how much they can give to society and their local communities when provided with the right support," said Codi Trigger, Global Campaign Manager, Integrated Campaigns at UNICEF, in a statement.
Becky McOwen-Banks, executive creative director at VaynerMedia London, added: “The opportunity on this World Refugee Day is to change the narrative around refugees from one of negativity to positivity – instead of focusing on what refugees take, focus on what they contribute."