UNICEF
One violinist’s story against the migrant stereotype.
UNICEF's See the Potential challenged migrant stereotypes through the true story of Aboud, a young violinist who settled in Europe, showing children's promise.
the challenge
To change the perception of migrants against a growing tide of isolationism, negative news stories and xenophobia, UNICEF aimed to show the positive contributions that displaced children and migrants make.
the strategic choice
Showcase the immense potential that migrant children bring to new areas and cultures and how UNICEF works to maintain and nurture their future every day.
my contribution
Head of Strategy at VaynerMedia EMEA.
what changed
The insight
Migrants are pejoratively seen as taking from society, but in reality, they bring different skills, perspectives and contributions to the countries they settle in. Migrant children share their potential with where they settle, but we often can’t see it.
The strategy
See the Potential – a digital video and social media campaign which tells the story of Aboud, a violinist that settled in Europe. Based on his true story, it starts with the success we can all applaud, before tying back to the crisis and moments we don’t associate with cultural success. It challenges stereotypes of migrants and highlights that if we see the potential in children around the world, we need to protect, nurture and benefit from their future.
The work
