What we love connects us


Right now, 1.8 million refugees in Turkey are receiving support through the ESSN programme, provided by the International Federation of Red Cross and Red Crescent Societies (IFRC) and funded through the European Union. This allows them to pay for the things they need most, like food and rent. At the same time, these small monthly payments enable them to support local businesses and take their lives into their own hands — giving #powertobe

Meet Davud, Amal, Bilal and Hamad!

Davud practices parkour by the coast, Amal cooks and shows her recipes on YouTube, Bilal really wants to play against Ronaldo, and Hamad sings pretty much everywhere.

The campaign seeks to foster an understanding for individuals and families who had to flee conflicts — which is why it seeks to portray them not as "refugees", but as individuals with passions and talents. And it is these passions that connect Davud, Amal, Bilal and Hamad with people in other countries that share them:

The #powertobe campaign went live in seven countries so far:

🇦🇹 🇫🇷 🇷🇴 🇪🇸 🇹🇷 🇳🇱 🇩🇰

For more encounters visit the international campaign page or the national pages for Spain, Romania, France, Turkey or Austria.

Client: IFRC / Year: 2020-2021
Strategy: Eva Müller / Creative Direction: Jon Hoekstra
Project Management: Nora Kaiser, Anne Jugert, Carla Hohmann
Digital Marketing: Joshua Leigh / Art Direction: Mattea Bug, Jakob Göbel
Camera & Photography: Katja Renner / Production: Vanessa Tomm
Editing: Saskia Hundt / Code: Felix Niklas