Case Study: Alicia Keys sparks empathy and action on the refugee crisis with HUMAN

Alicia Keys reaches 20 million views with Human

The customer, Alicia Keys, faced the challenge of raising awareness and empathy for the global refugee crisis, which had become politically polarizing and was suffering from public compassion fatigue. To humanize the issue and drive action, she partnered with the vendor HUMAN, which employed its Narrative Design™ methodology to create a powerful advocacy campaign.

HUMAN's solution was the short film "LET ME IN," which reimagined the crisis as if it were happening in the U.S. The campaign leveraged Alicia Keys' star power and an original song, premiering on TIDAL and social media for World Refugee Day. The vendor's strategy achieved over 20 million views, massive media coverage, and profound emotional resonance, driving thousands of donations to refugee NGOs and creating a paradigm shift in public empathy.

Alicia Keys