“We Knew There Would Be Eyeballs On This”: How A TikTok Trend Is Helping Save Refugees
“The truth is generally many refugees don’t want to go to sea. They’re doing it to escape conflict and persecution. It’s a last ditch resort to escape problems in their homelands. This led to the idea of The Reluctant Shanty, and from there we were able to create the first sea shanty based on real world refugee survivor stories,” explains BMF creative director Doug Hamilton.
The Reluctant Shanty is a chillingly evocative piece of communication. Its genius lies in the blend of insights used by Hamilton and his team, and its effectiveness comes from the choice and execution across a channel you usually wouldn’t associate with more serious content – TikTok.
But as Hamilton explains: “The difference with TikTok is we knew there would be eyeballs on this campaign. The creativity across the platform means there is a lot of interesting and engaging stuff on there.”
@unrefugees On World Refugee Day, we’re sharing with you The Reluctant Shanty. The new shanty is based on the experiences of refugees who have embarked on a dangerous journey by sea in search of safety, and survived to tell their story. Join us in raising awareness of these reluctant sailors. Learn more: https://reluctantshanty.com/ #reluctantshanty #worldrefugeeday #australiaforunhcr
“The aim of the campaign was to highlight the plight of refugees. Last year 3,000 refugees died or disappeared while attempting to cross the Mediterranean or Atlantic Ocean. And these stats are expected to double year on year,” he adds.
For most people the ongoing boat refugee crisis is not an issue which is top of mind, while for governments it is a thorny issue which has become highly politicised. So the Australian arm of the United Nations High Commission for Refugees (UNHCR) decided World Refugee Day was the perfect time to put the ongoing human tragedy front and centre, with their partners at BMF.
“Sea crossings tend to take place in uncomfortable patches of ocean in international waters which makes it hard for a single government to take charge to fix. So our goal was to draw attention to the problem and raise some donations along the way,” Hamilton says.
Understanding how to ride the shanty trend
At the centre of the campaign is the simple idea of using the surprising trend that had emerged around sea shanties to tell the stories of real life boat refugees. It was only natural for the creative team to turn to the platform which had fuelled the trend – TikTok.
But while some of the team were shanty fans themselves they realised the best approach would be to lean into the experts already established on the platform.
Hamilton explains: “A big part of the campaign was recruiting Nathan Evans, who is a sea shanty popstar in his own right. We wanted him to be able to operate on his home turf, and be able to reach and inspire his millions of followers and others around the world.”
They interviewed five refugees and turned their true survivor stories of a harrowing experience into a heroic song of human resilience.
“We partnered with Evans to co-write the song, and from there he came up with a set of lyrics which felt sobering enough to fit the genre, but celebrated the strength and the courage of refugees at the same time,” says Hamilton.
@nathanevanss This World Refugee Day, I’ve teamed up with @Australia for UNHCR to launch the TheReluctantShanty. A sea shanty based on the experiences of refugees, who’ve embarked on dangerous journeys by sea to escape persecution and conflict. Please duet it to help raise awareness of these reluctant sailors, and support UNHCR’s work helping displaced people across the globe. #Australiaforunhcr #TheReluctantShanty #ReluctantShanty #nathanevanss
From there, the team at BMF leaned on production agency Finch to film the three videos that would accompany the songs.
“We had three real refugees singing to camera while they were placed inside a blacked out swimming pool made to look like the ocean. We wanted to bring forward the grit of refugees but also the frailty and peril of the situation,” Hamilton says.
The finished product was uploaded to TikTok, where creators were encouraged to ripple the message through duets, reactions and shares. Users were encouraged to read the true stories across a microsite and donate to support the cause of raising awareness.
Balancing entertainment and empathy
TikTok has firmly established itself as an entertainment platform for people of all ages, with a huge diversity of content. But the range of content means videos have to be engaging and catch the viewer quickly.
Hamilton explains: “My biggest concern during the process was how we could balance making a song which was catchy and memorable, yet didn’t gloss over the true experience which inspired it.
“We wanted something which hit you in the feels, but also made you hum along. Because as we know, even sad songs can become hits.”
Whilst Nathan Evans’ reach and influence was a great draw towards TikTok for the campaign’s creators, they also realised the audience were generally more receptive to social good campaign messages.
“TikTok has a massive global audience, and the users tend to be slightly more ‘woke’ and active when it comes to wanting to make the world a better place. This combined made TikTok as a platform feel really right for us,” he says.
Yet Hamilton and his team were entirely new to TikTok, and despite the success of the Reluctant Shanty had never used the platform before. For Hamilton, partnering with TikTok’s Creative Lab is what allowed them to experiment with confidence.
“The piece we created ended up being much more like a polished TVC. But we still wanted to create a more intimate performance to the camera, which is what TikTok often is, but elevated. The polished style yet similar format made it stand out on the platform,” he says.
Being a song the campaign also lent itself to one of TikTok’s other most popular trends – duets. This encouraged users to record themselves singing along with the shanty and ensured it was shared to thousands more feeds in the days after it was released.
@unrefugees #duet with @nathanevanss Every year, countless people become reluctant sailors, fleeing conflict and persecution to embark on a dangerous journey by sea in search of safety. Help us share awarness by duetting or sharing this video. #reluctantshanty #worldrefugeeweek #sharethevideo
The Reluctant Shanty became one of UNHCR’s most successful social campaigns with over 13.4 million views in one week, and increased average donations to UNHCR by 80 per cent.
It has also inspired Hamilton to keep on creating for the platform as a way of making a real impact: “There is an incredible wealth of interesting trends across TikTok that creative agencies can pivot off to help the world through the power of these creators and trends.
“We’re lucky now we have this strong relationship with TikTok’s Creative Lab. And I’m excited to create more campaigns to flex the power and creativity of TikTok for good.”
TikTok’s must-attend #ForYou Summit is happening on October 12 in Sydney. For your chance to win a pair of VIP tickets to the invite-only event click here.
Latest News
ABC Launches Two New Channels Combining Kids, Family & General Titles
The ABC will introduce two new channels in June—ABC Family and ABC Entertains—and four new innovative digital streams that will combine the best kids’, family, and general entertainment titles. The new channels will make it easier for audiences to find the programs they love. They will showcase the ABC’s catalogue of family and entertainment programs […]
Wests Tigers Lose One Million Dollar Sponsorship Deal In Hagipantelis Fallout
The Wests Tigers have confirmed that Brydens Lawyers will end their one-million-dollar partnership with the club at the end of the 2024 season. The law firm first joined the club in 2015 and upgraded to a principal shirtfront partnership in 2016. In an official statement shared to the Tigers’ website today, it was announced the […]
Ads That Entertain And Surprise Consumers Perform Best In Asia-Pacific – WARC report
New study reveals humorous ads "entertain and surprise consumers". Here's hoping Julia Morris doesn't get any ideas.
Aussie Employees Want AI At Work And Won’t Wait For Companies To Catch Up, Study Finds
Someone has clearly told Aussie workers AI wont steal their jobs, but might help them get to the pub more quickly.
Introducing Sam, Mamamia’s New AI-Powered Programmatic Audio Offering For Brands
Mamamia one of the first indie publishers to be really playing in the AI space. Well, the only one really.
OMA Appoints Motio’s Adam Cadwallader & JCDecaux David Watkins To Board Of Directors
New appointments to the OMA board of directors today. Monthly meetings' finger sandwiches to remain strictly egg or ham.
Bastion’s Harry Roth Selected For Cannes Lions Creative Academy
Bastion's Harry Roth off to this year's Cannes creative academy. May wear his Wallabies jersey to ruffle feathers.
TV Ratings (08/05/2024): Seven Has A Huge Night As News & Quiz Shows Dominate
News & quiz shows dominate last night's TV viewing. Further proof of our interest in the Middle East & steak knives.
Network 10 Wants Government Help To Save Regional Broadcast TV
Could Farmer Wants A Wife help Network Ten out of this mess?
Royalties Generated By Aussie Artists On Spotify Reached Nearly $275M In 2023
Royalties generated by Aussie artists on Spotify in 2023 hit $275 million. Shannon Noll's contribution reached $4.45.
eBay Study: Aussies’ Growing Love For Pre-loved Fashion Soaring To New Heights
New study reveals Aussies' love of second-hand fashion. Meaning it's now very cool to smell of moth balls.
Bud Communications Expands APAC Footprint With Australian Office Launch
Singapore-based PR & content agency Bud specialises in disruptor brands, not marijuana ones as the name may infer.
Coles Group Ranks Number One In Disability Access & Inclusion
Hats off to Coles for this top work. Now if it could only get its trolleys to run straight & its pears a bit less hairy.
Is Alone Australia Coming For MAFS & Survivor?
SBS's Alone Australia proving such a hit with viewers, B&T is rather surprised the commercial networks haven't nicked it.
AFR Pulls Plug On Newspapers In WA After Printing Costs Soar
West Australians will now have to rely on That's Life & Iron Ore Weekly for their weekly print fix.
Spotify Delivers A “Masterclass” In Curating User Experiences For Listeners & Artists
As you'll read here, there's more to Spotify than meets the eye. Or, in this case the ear, it being an audible property.
REA Group Delivers Booming Q3 Performance
It's yet further proof the property market is so hot right now. Still not hot enough to save Godfrey's vacuums, however.
iProspect Reveals 2024 Level Up Committee Cohort
iProspect unveils shadow executive leadership team. Staffers warned to be on the lookout when nicking off early.
Surge In Kayo Subscriptions Helps Foxtel Offset Broadcast Declines; News Corp Q3 Revenue Flat
One thing Aussies love is sport. Yet, one thing they hate is paying for it. So, make of this news what you will.
DEPT Doubles Down On Creativity With New APAC Executive Creative Director
Global digital agency announces Brad Stevens as ECD. Says he's happy to go by 'Braddles' or the unimaginative 'Stevo'.
JCDecaux Unveils Giant Melbourne Wrap Around OOH Site
If a worrying vitamin D deficiency isn't enough to get you outdoors, then hopefully this new JCDecaux installation will.
Brazilian Ad Agency Africa Creative Releases Powerful Gay Conversion Therapy Film
The Cure sounds like the serious sequel to Hangover III, let's hope it delivers some sobering food for thought.
Spotlight On Sponsors: PGA Championship Becomes First Men’s Major To Sign Sports Betting Partner
The game of golf is a lot like Lindsay Lohan, Jägermeister or holidaying in Kuta - you never know if it's cool or not.
Mackenzie Arnold & Tony Gustavsson To Take Part In Inspiring Conversation At Vivid Sydney
Matilda's goalie & coach in conversation at this year's Vivid. Won't be conversing about Sam Kerr's ACL, however.
Smart Speakers Stung By Ad Fraud Costing Brands $1M Per Month, Says DoubleVerify
Be wary of a Nigerian sounding bloke that claims he is Kochie and pimping crypto on a smart speaker near you.
Contiki Challenges Influencers To ‘Switch On Social Travel’ In New Campaign Via We Are Social
Contiki wants influencers to give up irritating selfies on holiday by funding them to create irritating selfies. Genius.
“We Are In Our Epic Era”: Natalie Harvey On The Big Changes Coming As Mamamia Celebrates 10 Years Of Podcasting
Natalie Harvey has taken on the Mamamia CEO's chair that B&T hopes sports a mashed pumpkin vomit stain.
TV Ratings (07/05/2024) : Team USA Become First Female Team To Win LEGO Masters Australia
It's not been a great day for Australia - out early in Eurovision, crushed by the Yanks in Lego Masters.
GroupM Hires Former Amazon Ads Global Head Of Services
GroupM poaches Amazon's Mark Lomas to lead its retail media business. Says he has no opinion on Jeff Bezos' new yacht.
It’s All About The Indies! Introducing B&T’s Best Of The Best Indie Executive Creative Leaders 🎉
Indie agencies are thriving & it's mostly thanks to these industry leaders. And their delegating to the lackeys.
Introducing BrandComms.AI, Forethought Revolutionises How Brands Do Effective Creative
Marketing & strategy agency Forethought unveils new AI offering. Yet can't explain the plot to any of the Matrix films.
Independent Media Agencies Of Australia (IMAA) Announces Record 44 New Group Deals For 2024
The Independent Media Agencies rolls out even more support for its members. Alas, no signs of any discounted arancini.
After Google Search Spike, Reddit Shares Jump 14% In First Quarterly Results Since IPO
It looks like being a top time to be investing in the tech space. Defence industries & missile makers also doing well.
Gippsland Dairy Celebrates The Deliciousness Of Patience With ‘Slow Good’ Platform Via Special
Yoghurt's a lot like online dating, red wine & running marathons - you think it's good for you, but it probably isn't.
Let Them Eat Cake: Cashed-Up Professionals Are Back In CBDs And Airports And They Want Their Audis
Latest study finds the ABs are returning to offices & reveals how brands can cash in. Just not the work from home brands.
Mariah Carey Lends Her Inimitable Voice to ‘Portrait of a Portrait’, Audible’s Latest ‘Words + Music’ Installment
Think Mariah's only good for annoying the shit out of colleagues at Christmas? Think again with this new Audible work.