A terrible problem at risk of defunding
Every year, hundreds of migrant teenagers arrive alone and in danger on Italian shores. The human rights NGO Terre des Hommes protects them during their most crucial moments. However, as the public becomes increasingly desensitized to the urgency of their situation, funding has decreased - risking leaving these children with no one to turn to.
Our idea: turning the paradigm upside down
As Italian parents searched for summer holiday camps for their children, we saw a perfect opportunity to shift their perspective by placing their child in the situation of being offered the same dangerous journey faced by young migrants.
How we brought it all to life
We created a fake travel brand with a dedicated website and social presence that looked just like any other summer camp.We then launched it as a pop-up travel agency in central Milan.
But as parents arrived, they discovered a very different offer: the same nightmare journey thousands of young migrants are forced to endure.
Their reaction? Fear, disbelief, outrage.
Captured on hidden cameras and launched on International Refugee Day, our social experiment not only sparked national awareness but also attracted partners to support Terre des Hommes and ensure these children continue to receive the protection they need.
