Fragments of Hope

The Romans

Client: UK4UNHCR

With over 122 million people forcibly displaced around the world, UK for UNHCR tasked us with creating a compelling campaign to mobilise the British public in support of refugees for Refugee Week in the face of growing negative sentiment in the press.

'Fragments of Hope' turned a ritual we can all relate to - tea - into a deeply moving symbol of resilience, hope and solidarity. By using the well-known art of Kintsugi as a metaphor for healing, we created a one-of-a-kind tea set created from fragments of cultural teaware sourced from Ukraine, Syria, Pakistan, Afghanistan, and Sudan. The result? 52 pieces of earned coverage, a 14% jump in sympathetic sentiment and 23% of people who saw the campaign saying they were more likely to donate to the charity.