Following Canadian Prime Minister Justin Trudeau's welcoming message in opposition to President Trump's executive order stopping Syrian refugees from entering the United States and essentially issuing a Muslim ban, Air Canada aired this ad about reuniting a Syrian refugee family.
The nearly 3 minute commercial lets viewers "meet one of Canada's newest families." The video contains a voice over (and subtitles) from a Syrian refugee family that spent 18 months in a Turkish refugee camp before arriving in Montreal. The airline flew the family across the country to Victoria, BC where they met relatives they hadn't seen in 35 years. In addition to sharing their daughter lost the ability to speak due to trauma she experienced in Syria, the grateful family expressed how happy and relieved they were to be welcomed to Canada.
Why This Trend Is Growing
- Refugee Reunification Campaigns
- Brands can showcase their humanitarian values and connect with consumers by creating campaigns that feature reuniting refugee families.
- Diversity and Inclusion Marketing
- Companies can appeal to a growing demographic of socially conscious consumers by showcasing welcoming and inclusive values.
- Political Message Advertising
- Brands can take a stance on political issues and generate publicity and support from consumers with similar values.
Industries Being Reshaped
- Airlines
- Airlines can increase customer loyalty and brand reputation by providing special services to refugee families.
- Marketing and Advertising
- Agencies can showcase their creativity and values by creating campaigns that support diversity and social causes.
- Politics and Activism
- Organizations can use political messages to generate support and advocacy for their cause.
