Raising Awareness: All Eyes on World Refugee Day
The UN Refugee Agency (UNHCR) is the global authority on the protection and support of refugees, stateless individuals, and people forcibly displaced from their homes. World Refugee Day – observed by globally and annually on June 20 - is a pivotal moment to increase awareness, amplify voices, and rally support for the more than 120 million people displaced around the world.
At 10F Communications, we believe in spotlighting the lived experiences of displaced communities and working alongside global partners to connect audiences with stories that transcend borders and ignite action. With deep roots in the refugee and immigration space, 10F Communications brought strategic clarity and cross-sector collaboration to a global campaign that balanced visibility, dignity, and urgency.
THE CHALLENGE
UNHCR’s Liaison Office in New York (LONY) wanted to elevate World Refugee Day (WRD) outreach beyond traditional channels, turning a single day of recognition into a citywide activation that would attract the public’s attention and inspire meaningful engagement.
10F Communications was brought in to develop strategy and implementation - from high-level campaign planning to detailed on-the-ground coordination - ensuring the events and messaging reached diverse audiences and honored the lived experiences of refugees themselves.
THE APPROACH
The goal was twofold: generate broad public awareness and create moving, immersive events that centered refugee stories, voices, and contributions.
WHAT WE DID
Strategic Visibility
Targeted Media Placements: We designed and placed high-impact PSAs in metro newspapers, alongside dynamic, nontraditional advertising across the city—broadcasting World Refugee Day messages on a Times Square Supersign, inside gyms and retail stores, and even at Yankee Stadium
Iconic City Landmarks: We lit the Empire State Building in UNHCR blue—an instantly recognizable signal of solidarity shared widely across the United Nations (UN) and partner platforms.
Community-Centered Events
Sustenance + Sanctuary: A public-facing cultural event at the Cathedral of St. John the Divine on Manhattan’s Upper West Side featured:
A large-scale projection of an Art Works Projects film chronicling a refugee family’s journey
A Central Saharan music performance from Nigerien and Malian artists
A private photo exhibition inside the Cathedral - curated by the International Rescue Committee (IRC) and featuring Andrew McConnell’s Hidden Lives - open exclusively to VIP guests, welcomed by LONY’s director.
Inclusive Details: All partners and vendors - from caterers to performers - were intentionally chosen to highlight refugee entrepreneurship.
Immersive Storytelling
Interactive Exhibit at the United Nations: We conceptualized and developed a powerful installation inside the UN lobby, which had a limited VIP WRD open, then was open to the general public, including:
A VR experience (Clouds Over Sidra) following a 12-year-old girl living in Za’atari refugee camp in Jordan
A replica UNHCR tent complete with real belongings, offering a humanizing window into displaced life
Photography exhibit aligned with UNHCR’s State of the World’s Refugees publication.
Cultural Performances + Premieres: Guests heard moving songs by Gatumba massacre survivors and former refugees Sandra Uwiringiyi’mana and Adele Kibasumba. FilmAid premiered a short film from Kakuma Refugee Camp in Kenya.
Strategic Communications
Drafted and disseminated all key communications materials, including press releases, social copy, digital and printed invitations, and talking points and speeches for senior leadership.
Coordinated with dozens of stakeholders including embassies, civil society partners, media outlets, and other UN agencies to ensure a seamless rollout and strong engagement.
The Impact
6.8 million+ organic reach on social media, not including partnerships or shared promotions.
1.5 million+ views of public installations across the city, with strong engagement from the UN community and local audiences.
250+ attendees at the private evening event, including the UN Secretary-General and Deputy Secretary-General.
Exhibits remained open to the public for two weeks following the event before launching an international tour.
10F Communication realized six annual World Refugee Day events out of the UN’s New York headquarters for LONY and UNHCR’s Geneva offices. When awareness becomes immersive, personal, and visible, it drives interest and action. By centering refugee voices and making advocacy accessible to everyday New Yorkers, we helped ensure World Refugee Day wasn’t just marked on the calendar, but remembered in hearts and minds.
