National Geographic's Latest Campaign Follows Nujeen Mustafa
Ellen Smith — December 4, 2018 — Marketing
References: 72andsunny & adweek
National Geographic's latest campaign tells the story of Nujeen Mustafa -- a wheelchair-bound Syrian refugee who fled her country to Germany, against all odds.
The 60-minute campaign serves as one of many short clips which highlight the young girl's harrowing 3,5000-mile journey. The spot, which is narrated by Mustafa is unconventionally optimistic in tone and outlines some of the things which she was "never meant to see" on her journey, like train rides, boat trips and hot chocolate stops.
The inspiring ad closes as Mustafa reminds the viewers that if she defied the odds to make it past Syria, Austria and Turkey, all to land in a classroom in Germany she was "never meant to be in," then she can follow her dreams of becoming an astronaut, despite what people say is and isn't possible.
The 60-minute campaign serves as one of many short clips which highlight the young girl's harrowing 3,5000-mile journey. The spot, which is narrated by Mustafa is unconventionally optimistic in tone and outlines some of the things which she was "never meant to see" on her journey, like train rides, boat trips and hot chocolate stops.
The inspiring ad closes as Mustafa reminds the viewers that if she defied the odds to make it past Syria, Austria and Turkey, all to land in a classroom in Germany she was "never meant to be in," then she can follow her dreams of becoming an astronaut, despite what people say is and isn't possible.
Trend Themes
1. Empowering Refugee Narratives - Highlighting the personal stories of refugees through campaigns creates empathy and raises awareness of the challenges they face while inspiring change.
2. Optimistic Storytelling - Using an unconventional and optimistic tone in refugee campaigns can break stereotypes, challenge negative perceptions, and offer hope for a better future.
3. Narrating Personal Journeys - Featuring individual stories, like Nujeen Mustafa's 3,500-mile journey, allows viewers to connect emotionally and understand the resilience and strength of refugees.
Industry Implications
1. Advertising - The advertising industry can leverage empowering refugee narratives to create compelling campaigns that resonate with audiences and foster positive social change.
2. Film & Documentary - The film and documentary industries can capture and share the personal journeys of refugees, providing a platform for their stories to be heard and understood by a wider audience.
3. Education - The education industry can incorporate refugee narratives into curricula, promoting empathy, diversity, and inclusion among students while fostering understanding of global issues.
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