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  • SUB CATEGORY :
    LOTUS ROOTS
  • COMPANY ENTERING :
    GREY MALAYSIA, KUALA LUMPUR
  • TITLE :
    FINDING HOME
  • BRAND :
    UNHCR
  • ADVERTISER :
    UNHCR
  • AGENCY :
    GREY MALAYSIA, KUALA LUMPUR
  • EXECUTIVE CREATIVE DIRECTOR :
    GRAHAM DREW
  • COPYWRITER :
    MICHELLE CHONG
  • ART DIRECTOR :
    THANG HENG WEI
  • INTERACTIVE ART DIRECTOR :
    IAN LAI
  • INTERACTIVE DESIGNER :
    THERCES POK
  • DEVELOPER :
    KAIGON GAMES
  • ACCOUNT DIRECTOR :
    ATLANTA CHONG
  • AGENCY PRODUCER :
    SUZY CHONG
  • FILM PRODUCTION COMPANY :
    GREY MALAYSIA, KUALA LUMPUR
  • DIRECTOR :
    ISMED MOHAMMED
  • SPECIAL EFFECTS COMPANY :
    KAIGON GAMES, KUALA LUMPUR
  • VISUAL EFFECTS :
    JEREMEY OOI
  • CULTURAL CONTEXT EXPLANATION :
    WITHOUT AWARENESS OF THE HUMAN ASPECT OF THE REFUGEE CRISIS, THAT THEY ARE PEOPLE JUST LIKE US, IT IS ALL TO EASY TO IGNORE. SO LITTLE IS KNOWN ABOUT THE ROHINGYA, SO AUTHENTICITY WAS KEY TO THE STORY. FINDING HOME USES REAL STORIES FROM THE ROHINGYA, RELATABLE CONVERSATIONS AND IMAGES OF VILLAGE LIFE TO MAKE THE USER IDENTIFY AND EMPATHISE WITH THE CORE CHARACTERS. ONLY THEN DOES THE TRAGEDY OF THE SITUATION REALLY HIT HOME - THE ROHINGYA ARE REAL PEOPLE, WITH AN AUTHENTIC CULTURE JUST AS VALUABLE AS ANYBODY ELSES. THROUGH GAMEPLAY WE IMMERSE THE USER IN KHATIJAH'S LIFE - HER LIKES, LOVES, MISSING HOME AND HER TRADITIONS - NOT JUST THE DRAMA OF SURVIVAL. THE ROHINGYA ARE NOT AN ANONYMOUS MASS, THEY ARE PEOPLE LIKE US IN THE WORST SITUATION IMAGINABLE.
  • ENGLISH CONTEXT EXPLANATION :
    TO GAIN PUBLIC SUPPORT FOR THE 150,000 ROHINGYA REFUGEES IN MALAYSIA, A COUNTRY THAT REFUSES TO OFFICIALLY RECOGNISE THEM. UNHCR HAD TO FIND A NEW WAY TO GENERATE EMPATHY AND CREATE NEW SOURCE OF FUNDING AND VOLUNTEERS. WE USED A UNIQUE GAMIFICATION TECHNIQUE TO GET BEYOND THE PREJUDICE AND BIAS, ENGAGING A NATION WITH THE HIGHEST SMARTPHONE PENETRATION IN SE ASIA WITH THE REAL HUMAN DRAMA. EDUCATING VIA ENTERTAINMENT AND, CRUCIALLY, GENERATING NEW VOLUNTEERS AND FUNDING FOR THE UNHCR. FOR A CAMPAIGN WITH ZERO MEDIA BUDGET AND RELYING ENTIRELY ON WORD OF MOUTH, APP STORES PROVIDED A DISTRIBUTION CHANNEL NO COST OR GEOGRAPHICAL BOUNDARIES.
  • URL 1 :
    https://play.google.com/store/apps/details?id=org.unhcr.findinghome&hl=en
  • URL 2 :
    https://itunes.apple.com/us/app/finding-home-a-refugees-journey/id1234931023?ls=1&mt=8