- Advertisement -

PROUD SUPPORTER

Thursday, 9 July 2020

CHARITY TODAY AWARDS

UNHCR, the UN Refugee Agency appoints Blue State as lead global media agency

- Advertisement -
UNHCR, the UN Refugee Agency, has appointed values-led campaign and creative agency Blue State to help guide its global media.

Through this appointment, Blue State will be responsible for UNHCR’s strategy, consultancy and insight at a global level.

Blue State, a WPP company, will also handle planning, delivery and oversight of digital media across multiple markets, as well as supporting donor-led creative initiatives.

The agency has an initial duration of three years, with an option to extend to five years.

This appointment is the result of recent fundraising success in project collaborations between Blue State and UNHCR. Blue State was appointed as UNHCR’s UK digital acquisition agency in May 2019 and has since improved the organisation’s media performance, donor numbers and overall revenue. Since January 2020, this includes raising US$1 million for the Syrian crisis and COVID-19 support for displaced communities.

This appointment extends Blue State’s remit on a global basis. It is also the first time that media delivery for UNHCR will include not just strategy but also creative, and potentially audience research where appropriate.

Blue State has been tasked with acquiring as many new donors and raising as much income as possible within the budget.

The brief initially covers 12 markets, with potential to expand to 26 markets in the coming years. Blue State will partner with two local market agencies: Ada in Asia and MediaCom in Africa for in-market media buying and localisation. It will also run a global hub for consultancy, insights, campaigns and emergency response with local media buying and planning activity across Europe and the Americas.

The agency will work directly into the UNHCR global team based in Copenhagen and Geneva, as well as with regional leads in Asia and Europe.

This win marks UNHCR Blue State’s first multi-year retained global media account, though it has previously run media campaigns for the UK Government, Movember Foundation, Google, Special Olympics and Vodafone.

The first major media push for Blue State and UNHCR will be helping to raise global funds to support vulnerable communities in the wake of the COVID-19 crisis, with campaigns already being scaled in Denmark, India, Hong Kong and Singapore. Activity will then expand to include planned moments such as World Refugee Day and winter campaigns.

Polly Gilchrist, global marketing manager for UNHCR, said:

“We are facing a number of challenges at UNHCR, as the global situation around refugees becomes more complex. We are in the middle of a long-term crisis, particularly in Syria, Yemen and the Middle East, which shows no signs of resolution, and now COVID-19 brings additional challenges. We are serving more forcibly displaced people than ever.”

“We need to find a way to both keep the narrative current and to stress the continuing urgency of the immediate situations while working to encourage acceptance of refugees globally.

“It was vital for us to find an agency partner that understood the not for profit sector and the unique set of challenges that we face. Blue State’s breadth of experiences in this area, its global reach, and the work it has been doing for us creatively in the UK in recent months reassured us that there’s no better agency for the job.”

Hannah Johnson, managing director at Blue State, added:

“With UNHCR, we want to show how media can change. In everything Blue State does, we’re conscientious, rigorous and transparent – and media is no different.

“UNHCR has a big ambition to raise $1bn – our goal will be to design a media and insights model to empower that. In non-profits, every penny counts as brand awareness, and engagement needs to link to conversion and return – something that shouldn’t just stop at that industry. We’ve built our media offering around providing something different and about getting audiences to act. Awareness is just the first step. It’s about creating retention, loyalty and real change in society

“In 2020 society is seeking change. Brand consumers and charity donors now expect not just the best possible experience but that brands and nonprofits take and offer a point of view on how their organisation is positively contributing to society. With UNHCR, we want to make a difference at all levels – from empowering its work with refugees, to improving the way it interacts with consumers and the media landscape.”

- Advertisement -
- Advertisement -

Stay Connected

1,325FansLike
1,649FollowersFollow
29,713FollowersFollow
1,200SubscribersSubscribe

Must Read

People with neurological conditions have missed out on vital treatment and support

In a recent survey of more than 1600 people with neurological conditions, over 7 in 10 respondents said they had experienced delays to their...

Hestia crowned Charity Today Awards’ Health & Social Care Award winners

CRISIS charity Hestia, a housing and support charity, is the first of our finalists to win one of this year’s ten Charity Today Award...
- Advertisement -

Employment News

New CEO for Wessex Cancer Trust

WESSEX Cancer Trust has appointed Rachel Billsberry-Grass as its new CEO. Rachel joins Wessex Cancer Trust with over 25 years' experience in leadership roles in...

Srabani Sen OBE announced as new Chair of Trustees at ActionAid UK

SRABANI Sen OBE has been announced as the new Chair of Trustees at ActionAid UK, an international charity working with women and girls living...

Sutton Coldfield Charitable Trust appoints new Chief Executive

SUTTON Coldfield Charitable Trust, whose origins date back to the 16th Century, is a major Almshouse and grant-making charity in the West Midlands, with...

Related News

Max and Harvey grant magical wish for Southampton fan

SINGING duo Max and Harvey granted the wish of 16-year-old Cariad, from Southampton when they surprised her with a video call on the day...

SEC SDA churches team up with MobiCash to take mobile donations

THE South of England Conference of the Seventh-day Adventist Church (SEC SDA) has leveraged MobiCash, a mobile payments service, to roll out mobile donations...

Battersea issues advice on separation anxiety and post-lockdown routines

WITH coronavirus restrictions slowly being lifted, owners may have to start leaving their pets home alone as they return to work – so Battersea...

Boxing charity helps over 600 young people in the South West and Wales during lockdown

As the UK gradually comes out of lockdown, Empire Fighting Chance has continued to punch above its weight throughout the pandemic, supporting 636 young people with...

One million bereaved – Marie Curie announces plans for a day to reflect on 23 March 2021

WITH the news that there have been more than 204,209 UK deaths, equating to one million people bereaved since lockdown started, end of life...
- Advertisement -
X