About This Project
Summary
‘Hello Mama’ is a five-part World Refugee Day multimedia story told primarily through voice notes that simulates a real conversation between a teenage refugee and her mother via direct messages. Delivered on WhatsApp and Instagram Broadcast Channels, it innovatively uses interactive polls to invite audiences to choose the characters’ next steps. This immersive approach deepens understanding of the refugee experience and the difficult decisions faced amid urgent humanitarian challenges.
Goals & Objectives
The series’ goal was to build deep empathy and raise awareness by immersing audiences in the refugee experience and entrusting them with the impossible choices faced by refugees. Through innovative interactive storytelling, it created meaningful engagement and revealed how solidarity saves lives.
Results & Impact
‘Hello Mama’ ran for five days on WhatsApp and Instagram Broadcast Channels, generating nearly 11,000 poll responses, over 7x our average engagement for five posts. Unique, platform-specific storylines drove immersive experiences. Engagement grew daily with 11.7% from new audiences.
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