‘I Am A Star’ Campaign for American Refugee Committee

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Message ‘I Am A Star’ Campaign Somalia, situated at the tip of the Horn of Africa, is facing a famine so widespread that US Secretary of State Hillary Rodham Clinton has called it “the most severe humanitarian emergency in the world today.” Tens of thousands of people, primarily children, have died of malnutrition within a few months. Survivors are streaming into refugee camps in numbers too large for aid groups to support. Sadly, this crisis could have been prevented if were it not for a complicated cluster of social, political, and economic variables. The American Refugee Committee is committed to finding a long-term, sustainable solution for Somalia, one that goes beyond fundraising. The international nonprofit, which specializes in secular humanitarian assistance, partnered with IDEO to increase awareness of the famine, create dedicated advocates of the cause, and shift the nation’s narrative. One of the reasons that Western assistance has been slow to reach Somalia is that people are reluctant to send help to a nation that they perceive as occupied by pirates and terrorists rather than farmers, artists, and entrepreneurs. In addition, aid organizations typically react to crisis situations by pulling on people’s heart strings with wrenching imagery and stories of starving children. ARC and IDEO saw an opportunity to establish a position of participation now that will address the fundamental problem even after the immediate crisis subsides. To do so, IDEO created the “I Am a Star” campaign. Deliverables included a video, a website, social media presence (Facebook, Twitter, YouTube), merchandising (T-shirts, bracelets, stickers), advertising (print, online, outdoor), and an engagement and rollout strategy (press kit, style guide). The multimedia effort is designed to build public awareness of Somalia through diverse channels. Its central icon, a star, was inspired by the flag of Somalia and symbolizes the spirit, power, and hope demonstrated by the people of Somalia during this time of crisis. Beyond soliciting donations, the campaign aims to spur action and mobilize the global community by spreading a message of shared humanity. “I Am a Star” invites everyone to participate in simple activities that will help the people of Somalia. These include actions individuals can take right now, such as “liking” the campaign’s Facebook page, to grander efforts, such as writing a blog post to help raise awareness of global hunger. So far, more than 17,000 people from more than 45 countries have posted messages of solidarity to the “I am a Star” Facebook page. Music For Relief donated $5 for every act of solidarity you posted. More than $100,000 has been raised in less than two months, providing mobile health clinics, new hospital beds, trainings, medicine and food. In addition, celebrity singer and activist K’naan, who is Somali-Canadian, has written a song titled “I Am a Star,” and Hilary Clinton has mentioned IDEO’s work with ARC, which includes the 2010 Neighbors for Nations campaign, which focused on encouraging engagement between the mainstream Minnesotans and the Minneapolis Somali community. http://www.ideo.com/work/i-am-a-star-campaign

Somalia, situated at the tip of the Horn of Africa, is facing a famine so widespread that US Secretary of State Hillary Rodham Clinton has called it “the most severe humanitarian emergency in the world today.” Tens of thousands of people, primarily children, have died of malnutrition within a few months. Survivors are streaming into refugee camps in numbers too large for aid groups to support. Sadly, this crisis could have been prevented if were it not for a complicated cluster of social, political, and economic variables.

The American Refugee Committee is committed to finding a long-term, sustainable solution for Somalia, one that goes beyond fundraising. The international nonprofit, which specializes in secular humanitarian assistance, partnered with IDEO to increase awareness of the famine, create dedicated advocates of the cause, and shift the nation’s narrative.

One of the reasons that Western assistance has been slow to reach Somalia is that people are reluctant to send help to a nation that they perceive as occupied by pirates and terrorists rather than farmers, artists, and entrepreneurs. In addition, aid organizations typically react to crisis situations by pulling on people’s heart strings with wrenching imagery and stories of starving children. ARC and IDEO saw an opportunity to establish a position of participation now that will address the fundamental problem even after the immediate crisis subsides.

To do so, IDEO created the “I Am a Star” campaign. Deliverables included a video, a website, social media presence (Facebook, Twitter, YouTube), merchandising (T-shirts, bracelets, stickers), advertising (print, online, outdoor), and an engagement and rollout strategy (press kit, style guide).

The multimedia effort is designed to build public awareness of Somalia through diverse channels. Its central icon, a star, was inspired by the flag of Somalia and symbolizes the spirit, power, and hope demonstrated by the people of Somalia during this time of crisis. Beyond soliciting donations, the campaign aims to spur action and mobilize the global community by spreading a message of shared humanity. “I Am a Star” invites everyone to participate in simple activities that will help the people of Somalia. These include actions individuals can take right now, such as “liking” the campaign’s Facebook page, to grander efforts, such as writing a blog post to help raise awareness of global hunger.

So far, more than 17,000 people from more than 45 countries have posted messages of solidarity to the “I am a Star” Facebook page. Music For Relief donated $5 for every act of solidarity you posted. More than $100,000 has been raised in less than two months, providing mobile health clinics, new hospital beds, trainings, medicine and food.

In addition, celebrity singer and activist K’naan, who is Somali-Canadian, has written a song titled “I Am a Star,” and Hilary Clinton has mentioned IDEO’s work with ARC, which includes the 2010 Neighbors for Nations campaign, which focused on encouraging engagement between the mainstream Minnesotans and the Minneapolis Somali community.