Sorry for the inconvenience
Europeans take unobstructed movement for granted – whether commuting to work, visiting friends, or travelling across cities. For millions of refugees, however, the journey to safety is obstructed by borders, laws, and policies, forcing them to risk everything for survival. If freedom of movement is a human right, why are migration passages not as established as public transit.
With this campaign we disrupt the everyday flow of life during daily commutes, using public space for thought-provoking and surprising interventions utilising an approachable, spoken tone. By highlighting the contrast between our mundane movement and the barriers refugees face, the campaign challenges the viewers to recognise the obstacles blocking refugees’ paths to safety. This disruption aims to turn complacency into a collective call for action, urging us all to take responsibility for creating safe passages for those in need.
Obstructions of inconvenience
Temporary obstacles such as traffic cones will be placed in areas with high foot traffic, such as busy sidewalks, public transport stops, near popular tourist attractions and so forth, to disrupt peoples daily flows with a halting title “ROUTE ON DIVERSION”. Each traffic cone represents a barrier standing in the way of refugees seeking safety – such as legal obstacles, unsafe migration routes, and political indifference. We expect people to move the obstructions out of their way, so up close the message reads: “Clearing your way? Help us clear refugees’ path to safety by donating.”
We will place posters at transit stops across major cities throughout Europe. These posters are designed to catch commuters’ attention with a bold, transit-related headline that sparks curiosity. At first glance, viewers may think the ‘Route on Diversion’ refers to their own journey, creating a surprising twist when they realise it’s about the barriers blocking refugees’ paths. This perspective shift is reinforced by the illustration of an out-of-order bus stop floating in the middle of the ocean, prompting deeper reflection and engagement. The posters include a QR code linking to the donation page.
Localised, printable versions of the posters will be shared on SMH’s Instagram, encouraging followers and like-minded groups to print and post them at transit stops in their cities. This grassroots approach spreads the message across Europe in a cost-effective, guerrilla public service style.
Donate on the go
The donation page, accessible via the campaign’s QR code, features a clear donation button, allowing visitors to make quick, one-off contributions or set up recurring monthly donations. The page explains SMH’s mission and shows visitors how their support saves lives. A real-time member counter enhances the collaborative spirit of the mission.
The campaign utilises tangible, installation-like touchpoints that stand out, turning public spaces into platforms for the message in order to draw attention. With its universally recognised values, the campaign aims to attract both local and international media attention, fostering widespread discussion and driving donations – all while remaining highly cost-effective.
