The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2017 One Show - Radio

Broadcast without Borders

Agency Akestam Holst NOA / Stockholm

Client Refugee Phones
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Annual ID

OS_RA17010G

About the Work

Refugee Phones is a independent organisation that helps refugees by offering donated Smartphones. But this is not enough to reach loved ones back home. For obvious reasons the phone connections in Syria are really bad. That means that your relatives back home might not even know if you’re alive. In any crisis radio has been proven to be the only reliable channel for communication. March 21st is Mothers Day in Syria. On this day we made it possible for Syrian refugees to get in touch with their moms. We invited them to call a special Mother’s Day Hotline to leave personal messages for their mothers. The messages were then re-packaged as "radio-ads", and broadcasted all over Syria. Making it possible for Syrian refugees to reach out beyond the boundaries of war by re-inventing the use of radio.