The #coffeewithlayla campaign aims to spread knowledge about the challenges confronted by refugees and asylum seekers

Road to Refugee, an Australian nonprofit that educates citizens on asylum seekers and refugees, partnered with Melbourne cafes to ignite conversation on the subject by swapping regular coffee cups with those picturing a young asylum seeker named Layla.

The campaign, titled #coffeewithlayla, encourages customers to empathize with the journeys of those affected by grappling with what they would do if placed in a similar situation. While Layla is a fictional character, her struggle represents the challenges faced by those who flee their homeland in search of a life free from war and persecution. The cups, which follow a related campaign from the summer of 2015, were issued during Refugee Week (June 19 – 25), a celebration of the positive effects refugees have on Australian society.

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in