Young & Rubicam has created the first national cinema campaign for
the United Nations High Commissioner for Refugees.
The 60-second spot portrays eight famous personalities in imaginary
scenes from their childhood, filmed in sepia to suggest period footage.
Only in the final frame are viewers told that these famous people were
To demonstrate the positive contribution that refugees can make in
fields such as the arts, sport, international politics and the academic
world, the role-call of stars includes Sigmund Freud, Albert Einstein,
Marlene Dietrich, Henry Kissinger, George Weah, Nadia Comaneci, Rudolf
Nureyev and Georg Solti.
The campaign was prompted by a growing intolerance of refugees and
asylum-seekers in the UK. It aims to change attitudes rather than to
Hope Hanlan, UNHCR’s representative in London, said: ’The ad aims to get
people to see beyond the negative image of refugees portrayed in the
Y&R, which gave its own services free of charge, is expecting to get
free airtime worth almost pounds 3 million for the spot at selected
cinemas and on TV channels including MTV, CNN and VH-1. It was created
by Mike Cozens and Richard Denney and directed by Gerard de Thame.
Toby Hoare, the agency’s chief executive, said: ’Y&R is very proud to be
associated with this important cause. We hope the work we have produced
will help to drive home the message that refugees are entitled to the
same consideration as everyone else. No-one chooses to be a
The film is set to the soundtrack of Marlene Dietrich singing, Where
Have All the Flowers Gone?
The UNHCR was set up in 1951 and helps to publicise the plight of
refugees all over the world. It is estimated that 50 million people on
earth have been forced to leave their homes.