Disaster Relief Awareness
The WG team has for many years supported a variety of global NGOs working in disaster and conflict zones to tell an effective global humanitarian relief story through earned media to drive awareness and contributions.
The Challenge:
In the fall of 2019, one of the few non-governmental organizations operating in the northeastern Syrian region faced a challenge of elevating public awareness of its life-saving medical relief work on behalf of for Syrian refugees. They needed more donations to support their on-the-ground programs that included a mobile field hospital to serve the medical needs of the refugee community. With literally hundreds of thousands of refugees caught between warring forces, this was a highly time-sensitive public relations and media campaign – it had to be completed in one week.
Our Solution:
Our targeted media campaign emphasized the NGO’s unique role as one of the world’s foremost experts on the Syrian humanitarian crisis. We focused on reporters covering Middle East policy, humanitarian assistance and international and breaking news. Its leader, a Middle East policy expert and humanitarian leader, was a highly effective spokesperson for the campaign, providing reporters with day-to-day updates about the organization’s field impact in a war zone.
The Impact:
The campaign secured 126 earned media placements in just a few days, bringing much-needed attention to the impact of the work in Syria. Those placements encompassed broadcast TV, radio, print and online media across local, national and international markets. Nearly all placements included information about the organization’s work in Syria and included quotes from the organization’s president.
