Refugease spotlights the world’s Unsafest Journey

Refugease has launched a hard-hitting campaign highlighting the treacherous journeys refugees undertake to reach safety.

Timed to coincide with the anniversary of a record 1,295 attempted Channel crossings in a single day, the campaign contrasts daily commutes with refugee journeys, delivering the message: “Some journeys cost everything.”

The campaign is unmissable, featuring a takeover of Tottenham Court Road Station, immersive digital ads across the Elizabeth Line, and a dramatic mural on the Kent Coast. The out-of-home (OOH) elements are particularly striking, with disorienting digital ads showing choppy waters, making commuters feel as though they are submerged below the waterline. Print ads shot below the water’s surface highlight the stark reality that it takes only a minute to drown in freezing water.

The campaign’s timing is poignant, coinciding not only with the Channel crossing anniversary but also with the recent capsizing of a superyacht in Sicily. While that tragedy grabbed headlines, this campaign puts into perspective the far greater and ongoing suffering of refugees who face similar dangers every day.

Nathalie Gordon, Creative Partner at Havas, emphasises the campaign’s impact: “Never again will we complain about an uncomfortable commute. We had to fully immerse audiences in these unimaginable journeys.” This campaign doesn’t just tell a story; it forces viewers to confront the harsh realities refugees face, making it an unforgettable call to action.

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