Syrian Refugees: A New Home, A New Life
Overview of this campaign
* Attract new audiences to print product
* Provide content that appeals to new arrivals in our city
* Create in-depth, exclusive content that helps retain subscribers
* Extend reach of our brand
* Continue tradition of journalistic excellence expected by our readers, via comprehensive coverage of an issue and diligence in following up on the topic
* Provide more diversity in our coverage
* Encourage increased diversification in journalists’ contact lists
* Improve understanding of varying cultural and religious groups in our community
* Provide readers with unbiased, fact-based coverage of a societal shift in our community
* Foster increased collaboration in the newsroom
* Create a newsroom model for on-going coverage of a key story
Results for this campaign
* Circulation numbers showed single copy sales lift up to 19 per cent on key days of project coverage.
* Social agencies that support new immigrants provided emails and phone calls of thanks several times throughout the year.
* Several of the Syrian refugees we profiled and spoke to throughout the year reached out to thank us for taking the time to tell their stories.
* Some of those refugees stayed in touch with our journalists, widening and diversifying their circles of sources and contacts.
* That diversification has informed other content we produce. For example, the first Syrian refugee to get a business licence in our city was named to the Herald’s annual list of Compelling Calgarians; and, one young Syrian became part of our front-page photo on Canada Day, when our country turned 150.
* New learnings were acquired by journalists, in terms of working with diverse cultural groups, such as communication via translation apps on iPhones and understanding others’ religions and customs.
* Levels of collaboration and co-operation in the newsroom grew, and have extended to other projects. The Syrian refugee project touched almost every journalist in our 50-person newsroom, contributing to new levels of teamwork and new combinations of journalists working together on a project.
* We achieved other learnings, regarding our ability to organize, plan and execute projects that require ongoing follows on key stories.