# Refugee Coffee Cups Road to Refuge Partnered with Cafes to Spread Awareness About Refugees By Laura McQuarrie | Published 2016-06-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/refugee-week References: [broadsheet.au](https://www.broadsheet.com.au/melbourne/food-and-drink/article/whos-layla-and-whys-she-my-coffee-cup-week) & [roadtorefuge](http://www.roadtorefuge.com/) As part of a week-long initiative for Refugee Week in June, [Road to Refuge](https://www.trendhunter.com/trends/wine-traditions) teamed up with cafes across Melbourne in order to spread awareness. Takeaway [coffee cups at cafes](https://www.trendhunter.com/trends/better-cup-for-all) 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](https://www.trendhunter.com/trends/coffee-break) 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. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 19% | Activity: 19% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### 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. ## Related on Trend Hunter - [Mental Health Coffee Blends](https://www.trendhunter.com/trends/the-coffee-foundation.md) - [Refugee-Supporting Ice Creams](https://www.trendhunter.com/trends/ben-jerrys-sunny-honey-home.md) - [Coffee Kindess Initiatives](https://www.trendhunter.com/trends/cambio-roasters.md) - [Refugee-Supporting Protein Bars](https://www.trendhunter.com/trends/kind-choose-love.md) - [Motivational Takeaway Cups](https://www.trendhunter.com/trends/national-coffee-day-cups.md) - [Sustainable Edible Coffee Cups](https://www.trendhunter.com/trends/the-coffee-bean-shop.md) - [Urban Coffee Carriers](https://www.trendhunter.com/trends/coffee-carriers.md) - [Charming Cartoon Cafe Cups](https://www.trendhunter.com/trends/reusable-cup-giveaway.md) - [Ukraine-Benefiting Collaborative Beers](https://www.trendhunter.com/trends/collaborative-beers.md)