1. Welcoming Refugees CAMPAIGN OVERVIEW
There are 60 million forcibly displaced people globally, fleeing some form of persecution. In 2016, the United Sates will admit 85,000 refugees for permanent resettlement, including 10,000 Syrians. In the last 10 years, 60% of all refugees admitted into the U.S. have been women and children. A major resettlement priority is to reunite families. Those who are admitted have passed through multiple levels of rigorous screening and security clearance, from agencies abroad and in the U.S.
The reality behind the numbers: The U.S. offers resettlement to refugees who are among the most vulnerable, such as victims of torture or those caught in the crossfire of civil war. They are frontline victims of war, political persecution and terrorism. They have not just been through tragedy, they have been through hell. Those who have resettled in the U.S. have proven to be hardworking and productive residents who embrace America, and in turn hope to have America embrace them.
The problem: Recent polling data has shown that at least half of all Americans oppose U.S. refugee policy or harbor serious concerns. Many immediately associate ‘refugees’ with ‘security threat.’ In reality, refugees who resettle in the U.S. are fleeing ‘security threats,’ terrorism and violence. They have already been through so much. And they are as likely to encounter fear and animosity in the U.S. as they are welcome and support.
Campaign Objective: Encourage Americans to be more welcoming and accepting of refugees who were recently relocated to the U.S. by dispelling myths and misperceptions, and connect them with local resources to assist refugees in their communities.
Target Audience: “Fencesitters,” people uneasy and uninformed about the issue:
Ages 18-44
Self-identify as politically moderate
Value diversity as an American strength
Community minded
Key Message: It’s time we welcome refugee families with open arms.  
Call-to-Action: Learn more at Visit EmbraceRefugees.org.
Campaign Launch: June 20th, 2016: World Refugee Day
Campaign Assets: TV, Online Video, Radio, Outdoor, Digital