Saatchis produces press work in plea for refugee benefits

Saatchi & Saatchi has created a hard-hitting press and internet campaign for the Refugee Council ahead of proposed new legislation that could see the withdrawal of all benefits from asylum seekers.

Saatchi & Saatchi has created a hard-hitting press and internet

campaign for the Refugee Council ahead of proposed new legislation that

could see the withdrawal of all benefits from asylum seekers.



The campaign is designed to counteract a negative public image of asylum

seekers. It seeks to dispel suspicion about refugees’ motives by

encouraging ’an open mind, not an open door’ attitude.



The first press ad shows images of refugees pinned to a fence. The

headline reads: ’Most refugees come to Britain for purely selfish

reasons. To avoid death.’ The copy goes on to explain that people don’t

choose to become refugees; it is forced on them. Further executions are

being developed to run to the end of November.



The campaign was a collaboration between Saatchis and Rainey Kelly

Campbell Roalfe, which handled the planning. Both agencies worked free

of charge.



The first press ads will appear in the Guardian and the Independent on

12 November and will be supported by an internet campaign.



The press ads were written by Julian Dyer and art directed by Ajab

Singh.



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