Was es mit Abdul, Fatima und Mohammed auf sich hat – ein Interview mit „Flüchtlinge Willkommen“ über deren neue Kampagne
Ein ganz normaler Lokalbesuch an einem Abend. Der gewohnte Blick zum Freecard-Ständer. Huch? Da prangt eine hellblaue Karte mit weißer Schrift und einer Frage: „Warum kniet Hussein am Boden?“ Was ist das, fragt sich NGOJobs. Eine Werbung? Wofür? Wogegen? Ein Blick auf die Rückseite der Karte verrät uns nicht nur, warum Hussein am Boden kniet, sondern auch, dass die Kampagne von der NGO „Flüchtlinge Willkommen“ initiiert wurde. Wir haben nachgefragt, was es mit dieser erstaunlichen Kampagne auf sich hat.
NGOJobs: Wir sind beim ersten Mal in einem Lokal an der freecard „Warum kniet Hussein am Boden?“ etwas befremdet vorbeigegangen, beim zweiten Besuch haben wir sie dann doch genauer angesehen und fanden die Auflösung der Frage („Am Montag macht die WG immer Yoga“) genial. Wie ist die Idee zu dieser Werbekampagne entstanden?
Refugees welcome: We launched the campaign together with the Robin des Bois" advertising agency The aim was to create an attention-grabbing, yet positive and "light" campaign and also to increase registrations on our website. Housing brokerage platform to reach them. While brainstorming, we came across common prejudices that prevent our target group - mainly student flat-sharers - from renting their spare room to refugees. This is how we came up with the supposedly racist jokes/sayings to playfully draw attention to prejudices that can immediately form in people's minds when they read an Arabic name.
NGOJobs: How did you develop the questions for the freecards?
Refugees welcome: First, we collected common prejudices that currently prevail about refugees and people from Arabic-speaking countries and then thought about scenarios for how these could be dispelled. When selecting the sayings, we attached great importance to receiving feedback from as many different people as possible - including refugees who have already been offered a room.
NGOJobs: And: How many more do we need to collect to have all the postcards? (We have managed to find 3 cards so far...)
Refugees welcome: We have designed a total of 4 different postcards, whose printing costs were thankfully covered by the Jentzsch printing company and whose distribution costs were waived by Boomerang. However, we have many more sayings that we share on our Facebook page - including some that relate to current affairs (currently: Why is Omar lying lazily on the couch? He's recovering from the Vienna City Marathon).
NGOJobs: Are you planning to continue this campaign?
Refugees welcome: At the moment the other slogans are only available online, but if the demand is high enough we would also print more postcards.
NGOJobs: Auf der Kartenrückseite steht: „Flüchtlinge Willkommen sucht WG-Zimmer frei von Vorurteilen“ – wie viele solcher Zimmer konntet ihr in Österreich bis jetzt vermitteln?
Refugees welcome: Since the start of the project in January 2015, we have already found 376 refugees a room in private accommodation.
NGOJobs: If our users want to join your organization, how can they do so?
Refugees welcome: We are always on the lookout for volunteers who would like to help find accommodation or who would like to advertise rooms on common accommodation platforms together with refugees looking for accommodation at our accommodation workshops. If you are interested, please send a short e-mail to: mitarbeit@fluechtlinge-willkommen.at
NGOJobs: And because our blog readers are surely curious now - what's the best way to get your ingenious cards? Go on a pilgrimage through all the restaurants with freecard stands, or is there an ordering or pick-up option?
Refugees welcome: Unfortunately we no longer have any in stock here, so next time you visit a café or pub, just keep an eye out for light blue cards!
NGOJobs: Thank you very much for the nice interview and all the best for your future projects!
