United Nations High Commissioner for Refugees
Open wound in Syria
Background
By 2015, Syria's humanitarian crisis had displaced over 6 million people, overwhelming the resources of UNHCR (United Nations High Commissioner for Refugees). EACNUR, the Spanish UNHCR Committee, needed urgent funding to support critical aid programs, including nutrition, healthcare, clean water, education, shelter, legal assistance, and international protection.
The Brief
EACNUR tasked us with creating a multimedia awareness campaign to raise €1 million from the Spanish public during the Christmas season.
The Challenge
¶ A massive goal: Raising €1 million in just two months.
¶ A limited budget: We needed a high-impact solution that would break through audience fatigue and reignite public empathy.
The Idea
To cut through the media saturation, we focused on one core insight: when a crisis feels distant, people disconnect.
We launched www.heridasiria.org under the powerful message: "We all have an open wound in Syria."
This fundraising platform shared real refugees' stories, making the crisis feel personal and urgent.
Raising awareness
To amplify awareness, we partnered with three well-known Spanish actors and TV presenters, who lent their voices to the cause. Through their altruistic collaboration, we created three impactful films where they exposed the severity of the situation and called for action.
TVC 1:
Luis Tosar. Spanish Actor and Musician.
Translation:
"The current situation in Syria is the biggest humanitarian emergency we’ve ever faced. Five thousand people cross the border every day fleeing from war. Think of your city, your neighborhood. Imagine all your neighbors running away.
Syria is a huge open wound that, if not healed, will inevitably continue growing.
I have this wound, and the world has it too.
Cooperate with ACNUR and help me healing it.
Cooperate with ACNUR and help me healing it.
Make your donation now."
TVC 2:
Anne Igartiburu. Spanish TV Presenter and Actress.
Translation:
"Today, a third of Syria’s population are displaced people and refugees. Most of them women and children. Imagine the streets of your city, the parks, the schools… Completely empty.
Syria is a huge open wound that, if not healed, will inevitably continue growing.
I have this wound, and the world has it too.
Cooperate with ACNUR and help me healing it.
Cooperate with ACNUR and help me healing it.
Make your donation now."
TVC 3:
Melani Olivares. Spanish TV Presenter and Actress.
Translation:
"The war in Syria has caused more displaced people and refugees than any other conflict in the world. More than 6 million victims. Same number as the entire population of Madrid, Valencia and Barcelona together. Scary, isn’t it?
Syria is a huge open wound that, if not healed, will inevitably continue growing.
I have this wound, and the world has it too.
Cooperate with ACNUR and help me healing it.
Cooperate with ACNUR and help me healing it.
Make your donation now."
Beyond digital
The campaign extended beyond digital, integrating billboards and press ads to maximize reach. Additionally, to spark social conversation, we sent a direct mail piece to journalists and influencers, encouraging them to share the message.
Print Ad Headline:
I have an open wound in Syria. Help me to heal it.
Copy:
Anne Igartiburu / Luis Tosar / Melani Olivares has it, and you have it as well. And all your family. And the whole European population. Because the current situation in Syria is more than an international conflict, it is a mankind conflict. An open wound that, if not healed, will eventually grow in a stoppable way.
CTA:
Make your donation at heridasiria.org or calling 91 369 06 70.
Outdoor advertising
Results:
NATIONAL
MEDIA ATTENTION
The campaign’s videos gained such momentum that they were broadcasted on major national TV channels.
MASSIVE
VISIBILITY
Influencers and journalists amplified the campaign, securing coverage across Spain’s most influential press, TV, and online media outlets.
€1.5
MILLION
Despite an initial two-month timeline (Nov–Dec 2013) and a €1 million target, the campaign raised €1.5 million, surpassing expectations.
LASTING
IMPACT
Due to its success, www.heridasiria.org remained active for months, continuing to generate donations. More importantly, EACNUR adopted this creative platform as its permanent fundraising tool, keeping it alive for over four years beyond the initial campaign.