The charity was set up to assist refugees and asylum seekers, as well as speak out on refugee issues. However, it struggles to get its voice heard as the media focuses on negative stories, such as the link between refugees and terrorism and stories about refugees abusing the welfare system.
The campaign has been devised by Digital Media Communications and the Bluefin Group. It is the first time that the Refugee Council has undertaken an online viral marketing project.
The online viral challenge will invite people to create some kind of an email campaign with a budget of 拢2,500, with entries to be submitted by March 6. The Refugee Council will then commission the winner, and pay them 拢2,500 for the campaign.
Anwar Harland-Khan, managing director of Bluefin, said: "The viral material could be an image, an anecdote, a game, a video or any other mechanism that can be distributed digitally.
"In this way, a small viral concept can get talked about as much as a major above-the-line advertising campaign, and help the Refugee Council to achieve its aims within a limited budget."
Bluefin will create the microsite for the challenge, while Digital Media Communications specialises in planning and tracking online marketing campaigns.
for more information about the Refugee Council online viral challenge.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .