UNHCR, the UN Refugee Agency, has chosen Ninetynine as its strategic and creative partner to define a new long-term brand strategy. The aim: to strengthen brand recognition, improve visual impact and generate greater engagement with the public. The first concrete result of this collaboration is the SMS campaign “Let’s colour their future”, dedicated to refugee children and their right to education. A strategy that marks a paradigm shift in third sector communication: less pity, more hope, action and participation. On air on TV and digital channels, the campaign involves numerous celebrities and represents the first step of a brand positioning closer to the people, capable of inspiring empathy and concrete activation.