Brief

Young & Rubicam Europe is employing the combined might of Henry Kissinger, conductor George Solti, psychologist Sigmund Freud, Marlene Dietrich and footballer George Weah in a bid to eradicate the prejudiced view that refugees are ‘scroungers’

Young & Rubicam Europe is employing the combined might of Henry Kissinger, conductor George Solti, psychologist Sigmund Freud, Marlene Dietrich and footballer George Weah in a bid to eradicate the prejudiced view that refugees are ‘scroungers’ and ‘parasites’. All were refugees at some time in their lives. And now all feature in a cinema and TV campaign for the United Nations High Commissioner for Refugees (UNHCR). It is an attempt to remove the prejudice seen most recently with the row over Kurdish refugees being allowed into Italy.The ad recreates imaginary scenes from each of the celebrities’ childhoods. Y&R claims it has received 3m of free air time for the campaign, which breaks on MTV this week. It also hopes to convince Channel 4 to donate airtime for a terrestrial broadcast.

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