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
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