BRITISH RED CROSS - HOW WE RELABELLED REFUGEES

Cannes Young Lions 2016 – Shortlisted

Refugee is such a loaded word, seemingly stripping a person of any previous role they might have played in society.
We wanted to remind people that refugees are more than this label  – they’re individual human beings, and should be cared for as such.

Extending the idea
When the body of a refugee child washed ashore, there was public outcry. We wanted to create a pop-up store where we sell these sadly, infamous red t-shirts under the 'Refugee' fashion label – to raise awareness and money for the aid of refugees.