As part of a week-long initiative for Refugee Week in June, Road to Refuge teamed up with cafes across Melbourne in order to spread awareness.
Takeaway coffee cups at cafes were printed with #CoffeeWithLayla, which represents a fictive asylum seeker. The campaign urges coffee drinkers to put themselves in the shoes of a refugee and share images to social media of themselves sharing a #CoffeeWithLayla.
While this is an issue that's frequently covered on the news, adding a stamp to coffee a cup is a way of intervening in a person's daily routine and getting them to think about their day slightly differently, especially in comparison to others who are not so fortunate around the world.
Key Themes Behind This Trend
- Social Media Campaigns
- Creating hashtag campaigns that encourage empathy towards social issues can promote awareness in people's daily routines.
- Cause Marketing
- Partnering with organizations to promote a social cause with product marketing can bring attention to a larger audience.
- Innovative Branding
- Adding social messages to everyday products can provide a creative way of raising awareness on pressing issues.
Where This Applies
- Food and Beverage
- Collaborating with social organizations on branded food and beverage products will increase exposure and outreach for various social causes.
- Social Justice
- Working alongside organizations that advocate for refugees and social justice can lead to tactical marketing solutions that contribute to the betterment of society.
- Sustainable Products
- Developing eco-friendly products that contribute to a larger social cause can have a significant impact on raising awareness on pertinent issues while promoting environmentally conscious consumer habits.
