1
World Refugee Day 2014
July 2014
Impact report
(coverage as of the 13th July 2014)
Contents
Campaign summary:
Pg 2
Celebrity and GWA engagement:
Pg 17 - 23
Media Coverage:
Pg 3 - 6
Sharing a story - engagement:
Pg 24 - 26
Social Coverage:
Pg 7 - 11
Field support - summary:
Pg 27
Web Traffic analysis:
Pg 12 - 16
A wider set of Appendices, Data Sheets and Recommendation
Papers support this report and are available on request.
David Howes - Analytics Assistant
Strategic Communications / howes@unhcr.org / (+44) 207 759 9502
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World Refugee Day
Campaign Brief
For World Refugee Day 2014 we maintained the focus on families impacted by conflict and brought their
testimonials into the heart of our campaign. We wanted to show that this is not only a story happening now to
millions of families but also an experience shared by millions more the world over - perhaps long ago, perhaps in the
recent past. By expanding the scope of the refugee story we aimed to compel our audiences to think about the lifechanging decisions families make when forced to flee.
World Refugee Day 2014 broke new ground in terms of media coverage, audience reach and user engagement. This
testified to both the growth of UNHCR’s WRD campaign and the broader growth of World Refugee Day as an
internationally recognized and observed date in the humanitarian calendar.
Please note: A series of Appendices, Data Sheets and a Recommendation Paper accompany this report, offering additional more detailed information and analysis.
World Refugee Day
Key Performance Indicator (KPI)
KPI Summary
KPI Target
2014 KPI Result
1. CELEBRITY SOCIAL MEDIA: Celebrity social
media reach.
+20% increase from
2013
178 million social reach
+34% from 2013
Achieved
2. WRD WEBSITE: Visitor levels
+20% increase from
2013
160,495 visits
+123% from 2013
Achieved
3. DWELL TIME: Average amount of time users
spend on the WRD website
Maintain 2013 levels
(01:41)
01:35
6 seconds shorter than
2013
Not
Achieved
4. CAMPAIGN ENGAGEMENTS: Defined as a
user sharing a WRD refugee story
15,000 story shares
40,162 story shares
+167% higher than the
KPI target
Achieved
6. WRD WEBSITE: The number of countries
that send stories for the website
25 countries
84 countries
Achieved
7. WRD WEBSITE: The number of countries
that adopt the WRD website.
20 countries
22 countries
Achieved
8. WRD MEDIA COVERAGE: The number of
print, online and broadcast articles/features.
4,000 articles
5,270 Articles
Achieved
9. WRD MEDIA COVERAGE: The number of
print, online and broadcast articles/features,
that mention the campaign’s core
200 articles
211 articles
Achieved
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Media Coverage
World Refugee Day
Summary Points - Media Coverage

June 20th (World Refugee Day) remains the single largest day of coverage for both UNHCR aligned coverage and nonUNHCR aligned coverage.

Europe and North America account for 64% of articles - this underlines the importance and reach of the major news
agencies (AP, AFP and Reuters).

The majority of UNHCR brand aligned coverage occurred around World Refugee Day 19th-23rd June (1,959 articles /
80% of total brand aligned coverage).

During this year’s WRD campaign, celebrity content was the most productive way to promote the campaign’s core
messaging.
Applicable KPIs
8.
WRD MEDIA COVERAGE: 4000 news articles mentioning World Refugee Day. Achieved - 5,270 articles
9.
WRD MEDIA COVERAGE: 200 news articles mentioning core campaign messaging. Achieved - 211 articles
Media Coverage - Executive Summary

5,270 - news articles from 120 different countries.

Top 5 countries in terms of number of articles: USA (1,203 articles),
Germany (754 articles), China (384 articles), Japan (340 articles) &
Italy (312 articles).

‘Top’ news outlets who covered World Refugee Day and included a
specific mention of UNHCR, include: Al Arabiya, Al Jazeera, BBC
Global, BBC Arabic, CNN, Deutsche Welle, El Mundo, Euronews, Fox
News, Gulf News, La Repubblica, MSN, Reuters, NPR, The Guardian,
The Huffington Post, The LA Times and Time Magazine.

46% (2,442 articles) of the total coverage mentioned UNHCR
in some capacity. This was done by either: quoting the High
Commissioner or a UNHCR spokesperson, mentioning one of
our organisational titles (UNHCR, ACNUR, UN Refugee Agency
etc) or, by mentioning this year WRD campaign.

4% (211) of the coverage directly referenced the campaign’s
core messaging. This includes mentions of the website,
celebrity content and associated events based on the
campaign messaging.
4
Geographic and chronological coverage analysis

Coverage of World Refugee Day predictably peaked on the 20th of June (2,311 articles).

67% of World Refugee Day coverage occurred from the 19th-21st June.

In the period leading up to WRD (15th May - 18th June) there were on average 31 articles per day. These were mainly
attributable to promotion of regional / national WRD events and the coverage of UNHCR celebrity engagement.

In the period following WRD (22nd June - 29th June) there were an average of 71 articles a day. These were attributable to
weekend WRD events and delayed WRD story pick-up.
20th June: World
Refugee Day
Number of Articles - Top 10 countries
3rd June: WRD Launch
Press Release
1.
United States (1,203)
2.
Germany (754)
3.
China (384)
4.
Japan (340)
5.
Italy (312)
Summary Points - Chronology and Geography

June 20th (World Refugee Day) remains the single largest day of coverage for both UNHCR aligned coverage and non
-UNHCR aligned coverage.

USA and Germany were the largest producers of articles - this was largely a result of successful article syndication.

Although they didn’t garner large numbers of articles, the UK and UAE are valuable coverage countries. This is due
to the fact that of the outlets that did cover WRD, a number had extremely large global or regional circulation
figures (for example: BBC and The Guardian).

Europe and North America account for 64% of articles - this underlines the importance and reach of the major
news agencies (AP, AFP and Reuters). Articles in English account for 45% of the coverage.
UNHCR brand aligned media coverage

47% (2,514 articles) of the total WRD coverage mentioned UNHCR in some capacity. This was done by either: quoting
the High Commissioner or a UNHCR spokesperson, mentioning one of our organisational titles (UNHCR, ACNUR, UN Refugee Agency etc) or, mentioning this year’s WRD campaign.
UNHCR aligned coverage as a percentage of total WRD coverage:

2nd-3rd June: UNHCR aligned coverage accounted for 99% of total WRD coverage.

19th-23rd June: UNHCR aligned coverage accounted for 54% of total WRD coverage.
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2013 vs 2014 UNHCR brand aligned coverage comparison. There was a significant reduction from 2013 to 2014 in the
percentage of overall WRD media coverage that mentioned one of UNHCR titles (UNHCR, UN Refugee Agency, ACNUR etc).
2014
2013
2013: 4,183 WRD articles - 91%
of which (3,806) were UNHCR
aligned
2014: 5,270 WRD articles 47% of which (2,514) were
UNHCR aligned
Summary Points:

The majority of UNHCR brand aligned coverage occurred around World Refugee Day 19th-23rd June (1,959 articles /
80% of total brand aligned coverage).

There was a cross over between UNHCR aligned World Refugee Day coverage and Global Trends coverage. 908
articles that mentioned World Refugee Day also mentioned the Global Trends report.

Celebrity focused articles retained 100% UNHCR brand alignment. Overall there were 145 articles that mentioned a
UNHCR celebrity.

Further analysis into why we experienced a reduction in brand aligned coverage (compared to 2013) is required,
looking specifically at:
 How the launch of Global Trends on the same day impacted results.
 How the growth of WRD and rise of non-UNHCR WRD activities (conducted on behalf of NGOs, Charities and
Governmental bodies), has increased media coverage but reduced UNHCR’s overall share of that media coverage please see the recommendation paper for further details.
UNHCR “campaign messaging” aligned coverage

4% (211 articles) of the coverage directly referenced the campaign’s core messaging.
This includes mentions of the website, celebrity content and associated events based
on the campaign messaging.
Top outlets that mentioned campaign messaging include: Marie Claire, Al Jazeera, CCTV,
The Daily Mail, Hola, La Repubblica, Hello Magazine, Look to the Stars, All Africa, MSN,,
The Washington Post, Just Jared, Access Hollywood and Phoenix TV.
The majority of campaign aligned coverage, utilised celebrity content. Of the 211 articles
that mentioned campaign messaging 145 reference one or more of UNHCR’s celebrity supporters. The most mentioned celebrity supporter was Juanes.
Summary Points:

During this year’s WRD campaign celebrity content was the most productive way to promote the campaign’s core
messaging. There were two main strands of coverage:
 Traditional News outlets either mentioning the celebrity’s involvement or conducting an interview.
 Celebrity focused publications highlighting the involvement of either one specific celebrity contributor or the
whole group (for example: Look to the Stars and Just Jared).
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World Refugee Day
Broadcast Coverage
WRD Broadcast coverage included: ABC, Al Jazeera America, Al Jazeera Arabic, Al Jazeera English, Al Arabiya, ANS TV, ARD, ATV,
AZ TV, BBC World Radio, BBC World TV, CBC, CCTV, CNN, Dunya News, Euronews, France 24, Kapaz TV, Kenya Citizen TV, KTN,
La Repubblica, MSNBC, NPR “All things considered”, PBS, Phoenix TV, Polsat, Public TV, Reuters TV, Space TV, Sky News
Arabic, Sky News English, SRF and TVN.
UNHCR achieved global broadcast coverage of World Refugee Day securing both:

International coverage from outlets such as Al Jazeera, BBC, CNN, Euronews and Sky News. International news
broadcasters tended to focus on the Global Trends report and then lead into a broader conversation of WRD and its
increased significance considering the crises in Syria, S Sudan, CAR, Ukraine and Iraq.

National / Regional coverage - also reported on “Global Trends” and on some occasions included a section on national
refugee issues, local events and/or how national celebrities are supporting WRD.
ABC
Al Jazeera
BBC
CBC
CCTV
CNN
CNN - Amanpour
CTV
Euronews
La Repubblica
MSNBC
PBS
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Social Coverage
World Refugee Day
Summary Points - Social Coverage

UNHCR social media set new records for “audience reached” and “engagement” during the WRD campaign.

Celebrity support continues to provide some of our most valuable supporters.

‘Celebrity content’ and ‘refugee story’ posts/tweets performed equally well and represents two styles of
messaging that we should strive to replicate in future campaigns.

This year’s Thunderclap was more successful at mobilizing UN agencies and ‘third sector’ supporters (NGOs and
charities).
Applicable KPIs
1. HPS SOCIAL MEDIA: Increase our celebrity social media reach by 20% from 2013 levels. Achieved 182 million: +36%
from 2012.
4. CAMPAIGN ENGAGEMENT: 15,000 instances of someone sharing a refugee story via social media or email. Achieved
- 40,162 story shares, +167% higher than the KPI target.
Social Coverage - Executive Summary

#WorldRefugeeDay the campaign #tag was tweeted over 50,000 times. Generating over 482 million
social impressions.

182 million: The combined audience reach of celebrity supporters and Goodwill Ambassadors who
issued a WRD social media message +36% from
2013 (full details on pages 18-24).

WRD content produced some of the highest levels of user engagement our
global social media accounts have ever experienced.

Collectively social media accounted for 51,597 visits to the WRD website,
this constitutes 32% of total traffic.

Global, Regional and National UNHCR accounts extensively promoted WRD
and its various campaign elements

Social media was the main measurable channel through which users shared a
refugee story.

Thunderclap - 11.1 million: social reach of subscribers - 79% increase from 2013
(4.8 million) & 1,177: unique users subscribed to the WRD Thunderclap - 15%
increase from 2013 (157 users).
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UNHCR Global: Social Media Account Performance
Twitter (@Refugees) - 41: World Refugee Day Tweets.
Content included: 1. sharing stories from high profile
supporters & refugees, 2. promoting the Thunderclap, 3.
promoting content from UNHCR spokespeople, 4. promoting
the WRD website and advocacy request (to share a story).
Resulting engagement:

2,252 RTs (2,059 of which were classified as “story shares”
and counted towards our KPI).

1,342 Favourites.
June 20th: Marked the highest day of “@Refugees
mentions” so far this year (2,115).
June 20th: Marked the highest day of @Refugees
re-tweets so far this year (3,583).
June 13’ vs June 14’: 83% increase in “@Refugees
mentions” from last year (4,573 vs 8,377).
June 13’ vs June 14’: 236% increase in “@Refugees
mentions” from last year (6,268 vs 21,078).
Facebook (/UNHCR) - 17: World Refugee Day posts
Content included: 1. sharing stories from high profile supporters
and refugees, 2. introducing the work UNHCR do, 3. promoting
the WRD website and advocacy request (to share a story).
Resulting engagement

10,521 Shares (7,698 of which were classified as “story
shares” and counted towards our KPI)

42,820 likes / 4,014 comments
 During the World Refugee Day campaign period, UNHCR’s global Facebook account experienced the highest levels of
‘audience reach’ we have ever achieved.
 Daily audience reach peaked on the 20th of June when over 770,000 Facebooks users viewed a UNHCR post.
 There was also a peak in user engagement, with a noticeable spike in “shares”, “likes” and “comments”.
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Likes, Comments and Shares- - the number of people who interacted
Post Reach - the number of people who saw UNHCR Facebook posts
with UNHCR Facebook posts
World Refugee Day campaign period
There are three main explanations why we experienced such high levels of engagement over this period:
1.
The success of “paid promotion”: As illustrated by the graph
(right) paid promotion accounted for a significant percentage of
overall audience reach.

18th June - 20th June: Paid promotion accounted for
67% of total audience reach (1.44 million views)

Khaled Hosseini PSA post: This was the most viewed
UNHCR Facebook post during World Refugee Day and
was viewed 1.3 million times. Of those 1.3 million views
95% (1.18 million) were secured by paid promotion.
769,792 - people
reached
58,427 - people
reached
196,842 - post
clicks
4,631 - shares
3.
2.
The viral success of the “Raghad” post (including embedded video):
The “Raghad” video has become the most ’organically viewed’ (i.e. without
the help of paid promotion) and engaged with post, UNHCR has ever issued.
As illustrated by the statistics (right), the post received unusually high levels
of audience reach, engagement (likes/shares/comments) and video views.
The general quality of Facebook messaging: Although points 1 and 2 are responsible for a large proportion of the success UNHCR’s Facebook account received during the WRD campaign, the overall quality of WRD messaging needs to be
acknowledged.
Summary Points

UNHCR social media set new records for “audience reached” and “engagement” during the WRD campaign.

Messages focusing on celebrity content and refugee focused content performed equally well and represents a
style of messaging that we should strive to replicate in future campaigns.

Further analysis is required into the success of the ‘Raghad’ Facebook post - please see the recommendation
paper.

Further analysis is required into the success, value and ROI paid promotion provides - please see the
recommendation paper.
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#tag Performance - #WorldRefugeeDay

#WorldRefugeeDay the campaign #tag was tweeted over
50,000 times. Generating over 482 million social impressions.

The campaign #tag performed extremely well, peaking around
June 20th (WRD) but also retaining positive usage levels in the
period leading up to WRD. The 30 days of #tag usage leading up
to WRD helped publicise the website, WRD videos and local
events.

With the assistance of celebrity engagement and media coverage UNHCR was aligned to large percentage of tweets
using #WorldRefugeeDay.

Other NGOs, charities, State Departments and miscellaneous accounts were using the same #tag to promote their
own events and WRD themed campaigns.

Use of the #tag spanned from the 26th of May to the 20th of July.

Mentions of #WorldRefugeeDay predictably peaked on the 20th of June with - 28,569 mentions.
Thunderclap (Global)
Thunderclap is a online platform that issues a unified social message (at
the same time), for all those who have subscribed. The tweets, Facebook
and Tumblr messages were then automatically issued on the 20th of June
at 13:00 (UTC).
Similar to last year, supporters were asked to subscribe to the WRD
Thunderclap using either their Tumblr, Twitter or Facebook account.
Expanding on last years success, three WRD Thunderclaps were
established (English / Spanish / German).
English Thunderclap Results:
11.1 million: social reach of subscribers - 79% increase from 2013 (4.8 million).
1,177: unique users subscribed to the WRD Thunderclap - 15% increase from 2013 (157 users).
1,279: user accounts subscribed to the WRD
Thunderclap (102 participants signed up using more
than one of their social channels i.e. using both
Twitter and Facebook).
282: users elected to promote the project prior
to its launch. This is an option the platform
offers after users sign-up.
755 Facebook supporters (59%)
167 Facebook promos (59%)
496 Twitter supporters (39%)
97 Twitter promos (34%)
28 Tumblr supporters (2%)
18 Tumblr supporters (7%)
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Top 10 supporters (size of their following)

Three celebrity supporters accounted for 35%
of the project’s reach.

38 UN agencies, subsidiary UN national/
regional accounts, NGOs and charities
accounted for 59% of the project’s reach.
Name / Account
United Nations
Neil Gaiman (British Writer)
UN Refugee Agency
Kat Graham (US Singer)
Save the Children
Peter Serafinowicz (British Comedian)
Oxfam International
Amnesty International
Oxfam America
Zaheer Lunat
Network
twitter
twitter
twitter
twitter
twitter
twitter
twitter
twitter
twitter
twitter
Network Size
2,673,228
1,996,800
1,529,661
1,208,737
978,927
719,340
536,633
319,349
199,590
66,154
Spanish Thunderclap Results:
German Thunderclap Results:
76,007: social reach of subscribers
85,662: social reach of subscribers
108: unique users subscribed to the WRD Thunderclap
197: unique users subscribed to the WRD Thunderclap
Summary Points (Global Thunderclap)

This year’s Thunderclap was more successful at mobilizing UN agencies and ‘third sector’ supporters. It included
new engagement from the United Nations (2.6 million), Save the Children (978,000) and Amnesty International
(319,000).

Celebrity support continues to provide some of our most valuable supporters.

Facebook accounts for the majority of user engagement. This could be a result of more users having Facebook
accounts than Twitter or Tumblr, or, it could reflect the fact that Facebook is more fitting platform when it
comes to this type of action. It remains likely that both reasons contributed to the results.

The success of the project (in terms of social reach) is largely dependent on the engagement of celebrity
supporters, other UN agencies, NGOs and charities. Collectively accounting for 94% of the project’s social reach.

There remains value in the Thunderclap project, in terms of it being a unified social media action on behalf of
UN agencies, UN colleagues, NGOs, charities and celebrity supporters. However, as a tool to encourage public
engagement, it doesn’t appear to garner a great deal of success.
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Web Traffic - stories.unhcr.org
World Refugee Day
All data excludes internal
UNHCR traffic
Summary Points - Web Traffic

Huge increases in web traffic attributable to: 1. Earlier launch of the website , 2.MEC and Celebrity support grew
significantly and 3. Engaging “clickable” content and a well designed website.

English content was the most viewed, a statistic that coincides with high visitor numbers from the USA and UK.

MEC promotion and celebrity social media promotion were the main driving factors in determining the most
viewed web pages.

Dwell time: although there was a reduction in dwell time this must be considered in the context of significant
year on year growth.
Applicable KPIs
2. WRD WEBSITE: Increase traffic on the website page by 20% from 2013 levels. Achieved 160,495 visitors (+123% from
2013).
3.
WRD WEBSITE: Maintain our existing dwell time of 1:41. Not achieved - 1 minute 35 seconds.
6.
WRD WEBSITE: 20 countries adout the WRD website. Achieved, 22 countries adopted the website.
World Refugee Day Website - Executive Summary

160,495: visits +123% from 2013 / 105,037: unique visitors +198% from 2013.

291,836: individual pageviews +232% from 2013.

01:35: Dwell time -6 seconds from 2013.

14 language versions of the website.

Visitors from 226 different countries / regions / principalities.
2014: By launching the
website on the 2nd of June
UNHCR benefitted from an
additional 11 days of web
traffic prior to WRD (20th
June).
WRD (June 20th): There were
25,593 visits to the website.
+92% from 2013
+298% from 2012
21st June - 13th July - In the 23 days following WRD, 2014
traffic maintained a significantly higher level of daily traffic 32% higher than 2013 and 394% higher than 2012.
2014: 1,602 av. daily visits
2013: 1,213 av. daily visits
2012: 324 av. daily visits
Web Traffic
Levels: 2012
vs 2013 vs
2014
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Visitor Demographics, Geography and technology - Who visited the WRD website?
Location
Country/Territory
Sessions
USA
UK
Switzerland
Canada
Germany
Colombia
Japan
Australia
Brazil
France
26,280
20,158
7,793
5,632
5,615
4,594
4,442
4,339
3,260
3,201

USA and the UK were the town largest sources of visitors. Combined, they accounted for 29% of all traffic.

The website was viewed in English by 70% of visitors, followed by Spanish (7.6%), German (3.82%), French
(3.14%), Portuguese (2.6%), Japanese (1.26%), and Dutch (0.72%).
Demographics (of the 160,495 visits, 59,032 offered demographic date. From this information we can highlight the following
Gender breakdown
Age group breakdown
trends).

25-34 was the largest visitor age group accounting for 37% of visitors.

Slightly more women than men visited the website (56% vs 44%).
Technology
Device
Browser and OS
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Traffic Source - Where did visitors come from?
 1,235: The total number of traffic sources
The website received traffic from a broad range of sources and although we are able to attribute a large percentage of traffic to
a traffic source (for example: Facebook or a link hosted on the Huffington Post), there remains a section of “un-trackable”
traffic that we can’t assign responsibility to.
“Un-trackable” traffic mainly concerns either “direct traffic” (i.e. users who have typed the website URL stories.unhcr.org directly into their web browser) and “search traffic” (i.e. users who have user a search engine like Google or Yahoo to find information on the campaign). Because this type of traffic comes from a generic source we are unable to definitively identify what
the user’s initial motivation was to navigate to the WRD site. Logic however would dictate that it was a result of that individual
viewing a piece of promotional material offline and then returning to explore the campaign when they were next at a computer or were able to access the internet via their mobile phone. Following this logic we can fairly state that this is where celebrity
PSAs, promotional posters, paid advertising and WRD events demonstrate their value and provide a “halo effect” to web traffic
levels.
 In 2014 “search” and “direct” traffic accounted for 63.2% of all visits to the WRD website.
Ranking of Traffic Source Categories
Top categories of web traffic sources

MEC driven traffic (paid and FoC) was
the largest source of traffic accounting
for 30.7% of total website visits.
Source
Visits
Of which New Visits
“Direct” and “Search” produced some
of the best results in terms of pages
viewed per session and average session
duration.
MEC promotion
(paid & FoC)
49,308
90.9% (44,820)
00:41
1.37
Direct
41,314
44.7% (25,527)
02:47
1.77
Social Traffic*
32,292
75% (24,969)
01:41
1.72
Full analysis of “MEC promotion” and
“Celebrity Social Media” can be found in the
appendix.
Celebrity Social
Media
19,305
85% (16,409)
00:34
1.29
Search Traffic
12,878
66.6% (8,576)
04:53
2.23

Avg session Pages /
duration
Session
* excluding MEC and Celebrity Social Media traffic
Top 10 individual sources of web traffic
Source
Visits
Of which - New Visits
Avg session duration
Pages / Session
1
Direct
41,314
44% (25,527)
02:47
1.77
2
Facebook
25,489
65% (16,746)
01:44
1.82
3
Stumble Upon (MEC)
11,882
98% (11,735)
00:04
1.06
4
Google
11,426
9% (1,108)
05:54
2.47
5
CNN (MEC)
11,797
87% (10,263)
00:46
1.31
6
Twitter
6,705
59% (3,960)
01:48
1.75
7
MSN English (MEC)
4,451
95% (4,228)
01:00
1.57
8
MSN Northern Europe (MEC)
4,015
94% (3,774)
00:41
1.47
9
MSN French (MEC)
3,555
95% (3,377)
00:57
1.76
10
Ewan McGregor (Celeb)
3,146
93% (2,925)
00:14
1.17
Direct
Celebrity Social Media Search Traffic MEC promotion
Social Traffic*
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Website pages - What did people view on the website?
Most viewed language versions of the WRD webpage
This year’s website included a geo-locating
feature which tailored a visitor’s landing page to
the country they were visiting from. This feature
allowed country specific stories to feature more
prominently on the home page and also
modified the default language option.
Unique
Av session
Pageviews duration
Country website variation
(stoires.unhcr.org/XXXX)
Pageviews
Global English page (.org)
205,579
163,196
1:31
Global Spanish page (/es)
23,370
18,551
2:08
German page (/de)
14,065
10,401
1:55
French page (/fr)
9,816
8,032
2:02
Japanese page (/jp)
9,126
6,253
1:31
Top 10 most viewed web pages across all language versions of the website (full data available on request)
Webpage
Language Pageviews
Unique
Pageviews
Driving factors behind the page’s success
Global English home page
English
112,965
77,413
1. Direct traffic, 2. Search traffic, 3. MEC traffic
Global Spanish home page
Spanish
13,269
9,954
1. MSN (MEC) traffic, 2. Search traffic, 3. Facebook
Traffic
Khaled Hosseini PSA page
English
9,582
8,499
1. Facebook traffic, 2. Direct traffic, 3. Facebook
(MEC), 3.
Naima Abdullahi story page
English
6,557
5,810
1. CNN (MEC), 2. FT (MEC), 3. Twitter
Georginas story page
English
6,343
5,747
1. CNN (MEC), 2. Fox (MEC), 3. Yahoo (MEC)
French home page
French
5,802
4,757
1. MSN (MEC), 2. Direct, 3. Search traffic
N Europe home page
English
5,798
4,667
1. MSN (MEC), 2. Direct, 3. Search Traffic
Awad story page
English
5,630
5,099
1.CNN (MEC), 2. Dennis (MEC), 3. Yahoo (MEC)
USA home page
English
5,398
4,317
1. Direct, 2. Twitter, 3. Facebook
German home page
German
5,247
3,157
1. Direct, 2. Facebook, 3. unhcr.de
16
Summary Points

English content was the most viewed, a statistic that coincides with high visitor numbers from the USA and UK.

MEC promotion and celebrity social media promotion were the main driving factors in determining the most
viewed web pages.

The large increase in visitor traffic can be attributed to the following factors:
 Earlier launch of the website - allowing UNHCR to harness the publicity generated of pre-WRD promotional
activities and events.
 A single online platform (with different language options) giving users the option to personalize their experience , depending on which country they’re visiting from.
 MEC and Celebrity support grew significantly this year, driving more users to the campaign website.
 Engaging “clickable” content and a well designed website: although not quantifiable, it’s clear that a better
designed more engaging website was a contributing factor to achieving better visitor statistics.

Dwell time: although there was a reduction in dwell time this must be considered in the context of significant
year on year growth. The fact that the campaign was reaching a much larger cold audience means that an overall
lower dwell time can be expected. When comparing traffic source catagories, it is noticeable that MEC traffic
sources contributed to significantly lower dwell time (for example although StumbleUpon.com drove over
11,800 visits to the WRD website, on average it only garnered a 4 second dwell time).

Further analysis is required into how we can improve both website engagement levels and user dwell time please see the recommendation paper.
17
World Refugee Day
Celebrity and Goodwill Ambassador engagement
Summary Point - High Profile Support
The GWA/Campaigns team and regional PIs supported World Refugee Day 2014 across 5 main work streams (1. PSAs
and Refugee Story Videos, 2. Social Media, 3. Events, 4. Missions and 5. Traditional Media). The results produced from
this support were extremely positive and represent another major step forward in both the scale and quality of high
profile support. Not only was there a significant increase in those who participated (+50%) but there were equally
impressive increases in the reach of the social media campaign (+37%) and the viewing figures of PSAs (114%).
Applicable KPIs
1. HPS SOCIAL MEDIA: Increase our celebrity social media reach by 20% from 2013 levels. Achieved 182 million: +36%
from 2012.
4. CAMPAIGN ENGAGEMENT: 15,000 instances of someone sharing a refugee story via social media or email. Achieved 40,162 story shares, +167% higher than the KPI target. Story sharing via celebrity social media accounted for 19,660
shares (49% of total shares)
High Profile Supporter - Executive Summary
Placement reach: 167.5 million. Global placement across TV, Cinema, Online News
Outlets, Public Spaces and WRD Events. This form of placement accounts for the
majority of the viewing audience, reaching potentially millions of people (full details
on page 19-20).

246,000 YouTube views (to date). Exceeding 2012 YouTube viewing figures by 131,000
views (114%).
Social Media
75

50
38 Public Service Announcements / 24 Story telling videos.
13

High Profile Supporters
- supporting WRD
7
PSAs and Story Telling Videos
2011
2012
2013
2014

65: celebrities / groups / HPS associated accounts issued messages.

189: Tweets / Facebook Posts / Weibo Messages.

182,147,893: Audience reach (the cumulative following of the 64 individuals who issued a SM message) +36% from 2013.

19,305: celebrity driven visits to the WRD website – 12% of total visits.

Combined celebrity driven traffic was the second largest driver of traffic to the WRD website (after “direct” traffic – i.e.
user typing in the web URL).

Celebrity driven traffic increased by 267% compared to 2013.
WRD Events
Kat Graham (Kennedy Centre - USA) and Yao Chen (launch of WRD documentary - China).
Media and Interviews
Highlights Include: Alek Wek (Marie Claire), Kat Graham (CCTV and Access Hollywood), Khaled Hosseini (Al Jazeera), Saido
Berahino (Daily Mail) and host of media covering the launch of the PSAs and Story Telling Videos (MSN, La Repubblica, Just
Jared, Euronews, Hello, All Africa, Reuters & Look to the Stars).
Field Trips
Neil Gaiman and Georgina Chapman (Jordan), David Morrissey (Jordan), Rokia Traore (Burkina Faso), Kat Graham (Jordan), Yao
Chen (Lebanon) and Khaled Hosseini (Iraq).
18
PSAs and Story Telling Videos
The GWA/Campaigns team and regional PIs reached out to a host of Goodwill Ambassadors and high profile supporters across
the world to record either a traditional Public Service Announcement (PSA is a 15 second face to camera piece) or “Refugee
Story Video” (introducing or telling the story of a refugee they know, have met or who they were inspired by). This resulted in:

43 participants (126% increase from 2013 when there were 19 participants).

38 Public Service Announcements & 24 Story telling videos (226% increase in celebrity produced WRD videos - in 2013
there were 19 PSAs).

Global placement across TV, Cinema, Online News Outlets, Public
Spaces and WRD Events. This form of placement accounts for the
majority of the viewing audience, reaching potentially 167.5 million
people.

246,00 YouTube views (to date). Exceeding 2012 YouTube viewing
figures by 131,000 views (114%).

Additional media promotion and coverage of the PSA (2nd June) and
story video launches (11th June).
PSA Placement Highlights
Total potential audience from PSA placement and partner pick-up: 167.5
million
Placement mediums: Online, TV, Cinema, Public Spaces, Sporting Events,
WRD Events, Film Festivals and Paid Promotion.
Placement Summary:
Supporter
Placement (Potential Audience):
Key Markets
Yao Chen (Chinese
Actor) UNHCR Goodwill
Ambassador
Phoenix TV (300 million / 80 million households)
China / Global
Times Square New York (460,000), Yankees
Stadium New York (49,000), Paid MEC Promotion
United States
Paid MEC Promotion, Azerbaijan TV - AZ TV, Public
TV, ANS TV, Space TV, ATV, Kapaz TV and Khazar
TV (Not Available)
Global /United
States /
Azerbaijan
Yahoo, Swiss Public TV - SRF & RTS x 50 slots (3.2
million), Swiss Cinema chain Kitag x 13 theatres (Not
Available), VIVA Austria (24,000), ORF, LT1, FS1,
Pro7Austria, Sat1Austria & Puls4 (180,000), RTL
Germany (2.5 million)
Global /
Switzerland /
Austria /
Germany
La Repubbilca online (8.7 million)
Italy / Global
Kat Graham (US Actor
and Singer) - UNHCR
High Profile Supporter
Khaled Hosseini
(Afghan American
Writer) - UNHCR
Goodwill Ambassador
Diane Kruger (German
Actor) - UNHCR High
Profile Supporter
Giorgia (Italian Actor) UNHCR High Profile
Supporter
Saido Berahino (British
Daily Mail Online (54.4 million), This Is Money
Footballer) - UNHCR High
Online (1.1 million) and Express and Star (275,000)
Profile Supporter
UK / Global
19
Supporter
Placement (Potential Audience):
Key Markets
Emma Thompson (British
Actor) - UNHCR High Profile
Supporter
Hello Magazine Online (1.7 million), MSN Video
(755,000), Yahoo (20,733 confirmed pageviews and
40 video views)
UK /
Canada /
Global
Neil Gaiman (British Writer) -
Yahoo (20,733 confirmed pageviews and 2,358
video views)
UK /
Canada /
Global
Atena 3 (not available)
Romania
Parque 93 Bogota (not available)
Colombia
TVN x 95 times (not available) and POLSAT x 52
times (not available), Adplayer.pl (100,000)
Poland
Refugee Film Festival, Digital Billboard, 4 x TV
channels, 2 x print media (Combined potential
audience 20 million)
Thailand
UNHCR High Profile Supporter
John Obi Mikel (Nigerian
Footballer) - UNHCR High Profile
Supporter
Juanes (Colombian Singer) UNHCR High Profile Supporter
Grażyna Torbicka and
Krystyna Czubówna (Polish TV
Presenters) - UNHCR High Profile
Supporters
Ploy Chermarn (Thai actor)
YouTube Analysis - summary (individual video analysis is available in the Appendix)

57 of the 62 PSA and Story videos were uploaded to the global UNHCR YouTube account.

246,416 YouTube views (to date). Exceeding 2013 YouTube viewing figures by 131,000 views (114%). As illustrated by
the graph below, UNHCR experienced the highest ‘viewing days’ ever during World Refugee Day.
2nd highest viewing day ever
6th June - 32,835 views
86% of which were attributable
to a WRD video
Highest viewing day ever
17th June - 33,587 views
81% of which were attributable
to a WRD video
3rd highest viewing day ever
20th June - 30,177 views
73% of which were attributable
to a WRD video
World Refugee Day - campaign
20

169,796 minutes watched, of World Refugee Day videos on YouTube.

604 shares / 414 comments / 200 likes / 91 favourites / 145 subscribers gained.

WRD video Audience Retention: On average viewers watched 82.7% of a WRD video. To put this statistic into context,
UNHCR’s YouTube ‘audience retention’ account average prior to WRD 2014 was 52%. We can attribute the success of this
year’s videos in retaining audience to two factors:

The production of short PSAs: There is a general pattern within YouTube that the shorter the video, the higher
the audience retention percentage will be. On average the PSAs attained an audience retention percentage 87%.

The production of engaging video content: even when we extract the shorter PSA videos from our calculations
(focusing only on the longer story telling videos), we still find that the audience retention % is much higher than our
channel average (59%). The signifies that WRD content was engaging and held the viewer’s attention for much
longer than usual.
Top 5 most viewed celebrity
WRD videos (YT views)
PSA
Story video
212,203
34,213
Av views per video
7,317
1,221
Celebrity
Views
Total Mins watched
95,051
74,745
Kat Graham
55,772
Av % of video viewed
86.5%
59.4%
Khaled Hosseini
48,218
Total engagement
889
570
Juanes
35,952
Total shares
371
233
Maher Zain
29,023
Av engagement per video
30.7
20.4
Giorgia
9,550
Total Views
PSA and Story Video performance
Please note that contextual factors need to be considered when analyzing WRD video material. In many cases it isn’t possible to
make a fair comparison between the two different video formats. Reason for this include:

the PSAs were launched on the second of June, where as the story videos were released on the 11th of June, therefore
giving the PSAs an additional 9 days of YouTube exposure.

Some of the PSAs were subject to paid promotion, therefore increasing their viewing figures via non-organic traffic.
Beyond the analysis dates set for the purposes of this report, we have observed “story videos” continuing to perform strongly
into July and August. The two part Emma Thompson video has been particularly successful and was the only “WRD video” to
feature in July’s list of the top 10 most viewed UNHCR YouTube videos. Combined the two videos now have over 17,000 views.
Summary Points:

The PSA format continues to retain a great deal of value, enabling HQ and field colleagues to secure high quality
broadcast placement.

There was a significant increase in YouTube views. This can be partially attributed to the quality of the content and
partially to the fact that more PSAs and videos were produced.

Due to its short duration (30 seconds), PSAs obtained an extremely high level of audience retention, meaning that the
majority of viewers will watched the video to the finish and read the end card including campaign web address.

Due to the inequity in promotion and PR strategies it’s not possible to fully establish the success of the refugee story
video. As a category they received less engagement than the PSAs, however they were also not subject to same conditions (in terms of paid promotion and release date).

YouTube platform: WRD High Profile supporters videos received high levels of engagement (likes / comments /
shares / favourites / subscribers). From the 1st June - 10th July celebrity video content accounted for:

37% of total engagement (likes / comments / shares / favourites / subscribers) on YouTube.

44% of shares - celebrity WRD video accounted for 6 of the top 10 most shared UNHCR videos. This contributed towards the campaign’s fourth KPI around “Story Shares” (full details on page 27).
21
Celebrity WRD Social Media (full listing of messages can be found in the appendix)
The GWA/Campaigns team and regional PI officers reached out to both
regular and new supporters / Goodwill Ambassadors to promote various
elements of this year’s WRD campaign. Celebrities promoted the
Thunderclap project, shared a PSA or refugee story video, promoted the
WRD microsite, publicised a WRD event and shared pieces of WRD media.
The results of this activity was:

66: celebrities / groups / HPS associated accounts issued 189 Tweets /
Facebook Posts / Weibo Messages.

Supporter included: Annie Lennox, Coldplay, Dave McKean, David Baddiel, David Morrissey, Edward Norton, Ewan
McGregor, Georgina Chapman, Giorgia, Henning Mankell, Jesus Vasquez, Joseph Gordon-Levitt, Juanes, Judd Apatow,
Kat Graham, Khaled Hosseini, Kristin Davies, Luol Deng, Maher Zain, Neil Gaiman, Osvaldo Laport, Paulo Coelho, Peter
Serafinowicz, Ploy Chermarn, Ron Howard, Shonda Rimes, Simon Le Bon, Simon Pegg, Stephen Fry, Yao Chen and Yuna
Zarai

182,147,893: Audience reach (the cumulative following of the 64 individuals who issued a SM message) +37%
from 2013.
Yao Chen - Weibo
70 million followers
182.1 million
2014
+37%
Maher Zain - Facebook
2013
2012
133.9 million
+1992%
19.3 million followers
6.4million
Coldplay - Twitter
12.5 million followers
Audience Reach: The growth is explained by the increased number of participants and an increase in the size of celebrities
follower bases (we garnered support from more ‘high value’ celebrities with follower bases of over 5 million).

469,871,320: Potential social impressions (calculated by adding the potential audience of the 189 individual messages)
+93% from 2013.
469.6 million
2014
2013
2012
243 million
6.4million
+93%
+3696%
Social Impressions: The growth is explained by an
increase in: 1. the increased number of supporters
engaging with WRD via SM, 2. the size of their
follower bases and 3. the number of SM messages
celebrities are issuing (on average supporters were
issuing more than one message).
22

146,529: secondary engagements (likes/shares/comments) resulting from celebrity social media +204% from
146,529
2014
2013
48,072
2012

+204%
+12787%
373
Engagement: The growth is explained by an
increase in: 1. the number of SM messages being
issued and 2. an improvement in the quality of the
messaging. Thus making tweets and Facebook posts
more interesting and engaging.
19,660: Re-Tweets or Shares (a metric which is counted when calculating the success of KPI 4 - Campaign
Engagements).
Story shares - ‘celebrity activity’ vs ‘non-celebrity
activity’
High profile supporters promoted refugee stories via their
social media accounts. They stories included:
1. Refugee stories of individuals they have personally met.
2. Stories about family members who were formerly refugees.
3. A refugee story written by either a UNHCR colleague, a
current refugee or other third party.
Sharing Refugee Stories via celebrity social media: Celebrity social media has proven to be the most productive
channel through which WRD stories were shared. This can be attributed to celebrity’s large and highly engaged social
media followers.
Celebrity Social Media as a driver of web-traffic
Ambassadors and celebrity supporters were asked to include a weblink in their WRD social media messages with
the hope that this would drive their followers to the WRD website and encourage further engagement with the
campaign.
Results:

19,305: celebrity driven visits to the WRD website – 12%
of total visits.

Celebrity driven traffic to the World Refugee Day website
has increased by 262% compared to 2013 (5,322 up to
19,305 visits).

Combined celebrity driven traffic was the third largest
driver of traffic to the WRD website (after “direct”
traffic – i.e. user typing in the web URL and Facebook).
19,305 visits
2014
2013
5,322 visits
+262%
23
WRD Events
Kat Graham (Kennedy Centre - USA)
In Washington, The Pihcintu Multicultural Chorus performed at the Kennedy Center
for the Performing Arts for a special musical performance on the Millennium Stage
in recognition of World Refugee Day. The free event featured opening remarks by
American actress, Kat Graham, UNHCR High Profile Supporter.
Yao Chen (launch of WRD documentary - China)
Goodwill Ambassador Yao Chen attended a World Refugee Day event hosted by the
Chinese branch Office in Beijing, China (MOMA Broadway Cinema). The event
premiered a video documenting Ms Chen’s recent mission to Lebanon with UNHCR.
Media and Interviews (placed by the GWA/Campaigns team and national PI colleagues)
Articles: 145 from 34 different countries
Highlights Include: Alek Wek (Marie Claire), Kat Graham (CCTV and Access Hollywood), Khaled Hosseini (Al Jazeera), Saido
Berahino (Daily Mail) and host of media covering the launch of the PSAs and Story Telling Videos (MSN, La Repubblica, Just
Jared, Euronews, Hello, All Africa, Reuters & Look to the Stars).
Khaled Hosseini: Al Jazeera - Why I write about pain (link)
Circulation: Online 1.7 million / Broadcast 220 million
Markets: Global / USA / Europe / Middle East
Brief: Interview with Khaled broadcast on Al Jazeera America and hosted online. Khaled
speaks about his writing, the future of Afghanistan, his relationship with UNCHR and the
importance of World Refugee Day.
Kat Graham: CCTV- Hollywood actress Kat Graham on the global refugee crisis (link)
Circulation: 85 million
Markets: Global / USA
Brief: Kat Graham speaks to CCTV reporter Anand Naidoo about her work with UNHCR and
the importance of World Refugee Day.
Field Trips
Neil Gaiman and Georgina Chapman (Jordan), David Morrissey (Jordan), Rokia
Traore (Burkina Faso), Kat Graham (Jordan), Yao Chen (Lebanon) and Khaled Hosseini (Iraq) all travelled to the field prior to World Refugee Day.
While in the field, each supporter / Goodwill Ambassador secured World Refugee
Day assets in form of:

Public Service Announcements (PSAs)

Refugee Story Videos

Content for the World Refugee Day website
David Morrissey (Jordan)
Rokia Traore (Burkina Faso)
24
“Sharing a story” - campaign engagement
World Refugee Day
Summary Points

The story sharing feature on the WRD website wasn’t very productive and only resulted in 611 shares.

UNHCR social media and celebrity social media were the key ‘story sharing’ drivers - together accounting for 82% of all
shares.

UNHCR’s Raghad post and Yao Chen’s Weibo post were the most shared story messages - together accounting for 27% of
all shares (10,698 shares).
Applicable KPIs
4. CAMPAIGN ENGAGEMENT: 15,000 instances of someone sharing a refugee story via social media or email. Achieved
- 40,162 story shares, +167% higher than the KPI target
At the heart of this year’s campaign was the advocacy request for members of the public to share refugee stories. This could be
done in the following ways:
1. By uploading their own personal story via the WRD website, 2. By reading a story on the WRD website and then sharing it via
one of their social media channels, 3. By sharing a WRD YouTube story video or 4. By “sharing” or “re-tweeting” an original
social media message containing a WRD refugee story.
Results
 40,162 story shares
Miscellaneous Twitter Tweets
and Re-tweets
5,304 tweets re-tweets
accounting for 13.2% of all story
shares.
UNHCR WRD website - Social
Media Shares - accounting for
2.95% of all story shares.
Twitter 342 re-tweets
Facebook 761 re-tweets
Google+ 83 re-tweets
UNHCR Social Media - Facebook Shares
10,947 shares accounting for 25.3% of
all story shares.
YouTube shares
611 shares accounting for 1.5% of all story shares.
Celebrity Social Media - Twitter
Re-tweets
15,078 re-tweets accounting
for 37.5% of all story shares.
Celebrity Social Media Facebook Shares
4,582 shares accounting for
11.4% of all story shares.
UNHCR Social Media - Twitter Shares
3,065 re-tweets accounting for 7.6% of
all story shares.
Please note: that due to privacy rules on certain social media platforms (notably Facebook) we are unable to track 100% of instances when a user has
shared a refugee story. This means that the total is likely to be higher than the total outlined below.
25
Celebrity Social Media
Twitter: 15,078 re-tweets accounting for 37.5% of all story shares.
Facebook: 4,582 shares accounting for 37.5% of all story shares.
Celebrity who issued the
original Tweet
Yah Chen* (W)
Maher Zain (FB)
Juanes (FB)
Kat Graham (T)
Maher Zain (T)
Resulting ‘story
shares’ (RTs)
6,085
1,612
909
777
509
Story Shared
Yao Chen - PSA
Maher Zain - PSA
Juanes - PSA
Vampires Diaries - PSA
Maher Zain - PSA
(W) = Weibo, (FB) = Facebook and (T) = Twitter
UNHCR Social Media
Twitter: 10,947 re-tweets accounting for 25.3% of all story shares.
Facebook: 3,065 shares accounting for 7.6% of all story shares.
UNHCR account
UNHCR Facebook
UNHCR Facebook
UNHCR Facebook
UNHCR Facebook
UNHCR Facebook
Story Shared
Raghad
Khaled Hosseini
Sebasiten Rich
David Morrissey
Kat Graham
Resulting ‘story shares’
4,613
820
318
233
204
YouTube shares
YouTube: 611 shares accounting for 1.5% of all story shares.
Top 5 most ’shared’ refugee stories were:
Video
Maher Zain - Mahmoud's story
Maher Zain - PSA
Juanes - PSA
Neil Gaiman - PSA
The Vampire Diaries Cast - PSA
Shares
70
67
64
48
46
UNHCR WRD website - stories.unhcr.org
Social Media shares from the WRD website accounted for 2.95% of all story shares.
Stories were shared 342 via Twitter
Stories were shared 761 via Facebook
Stories were shared 83 via Google+
“Story Shares” from the WRD website via social media peaked on World
Refugee Day (20th June) - 501 shares.
26
“Sharing a story” - story sources
World Refugee Day
Summary Points

Refugee story submissions from every part of the world. This provided the WRD website a positive mix of stories from
current refugees and stories voiced by individuals who were previously refugees and have now resettled in another
country.

UNHCR regional and branch offices provided over 65% of the total number of refugee stories.

UNHCR Ambassadors and High Profile Supporters provided over 20% of the total number of refugee stories. These
included: Refugee Story videos, written pieces generated while in the field and media outputs from field trips.
Applicable KPIs
4. WRD WEBSITE: 25 countries submit refugee stories for the website. Achieved, 475 refugee stories were submitted
from 84 different countries.
475: Total stories uploaded to the WRD website / 84: countries submitted refugee stories
“Source” breakdown of refugee story submissions
Source
No of story
submissions
As a percentage of
total submissions
UNHCR Regional / Branch Office
311
65.5%
Celebrity Supporters
97
20.4%
UNHCR HQ
34
7.2%
Public Submissions
26
5.5%
Partner Organisations
7
1.5%
“Geographic source” breakdown of refugee story submissions
Top 5 country sources of refugee stories
Country / Region Story submissions
Malaysia
18
Colombia
Ethiopia
14
14
USA
Sweden
14
13
Location sources of refugee stories
1-5 stories
6-10 stories
10+ stories
Please note: this excludes celebrity supporter stories (97 stories)
Country / Region Story submissions
Africa
114
Europe
91
MENA
54
Asia
43
South & Central America
25
N America
18
Oceania
7
27
National / Regional office engagement summary
World Refugee Day
Executive Summary - Regional and national offices supported this year’s campaign extensively, achieving some incredibly
impressive results that far surpassed the outputs achieved in previous WRD campaigns. Field colleaguessupported WRD 2014
across the following 5 work streams:
1.
Media - across print, broadcast, online and social, field colleagues secured over 800 pieces of media coverage for WRD.
2.
Social Media - regional and branch offices utilized their Facebook, Twitter, Instagram, Google+ and Weibo accounts to
promote and publicise the various elements of the campaign.
3.
Celebrity Support - field colleagues reached out to their network of new and old high profile supporters to record PSAs or
story videos and promote WRD via social media.
4.
WRD Events - hosted by UNHCR or in conjunction with partner organisations.
5.
Supplying stories and web content for stories.unhcr.org. Regional and Branch offices collected 311 refugee stories from
84 countries.
A full summary of each office’s efforts has been included in the Appendix, however for the purposes of this summary report only a brief
image overview of WRD events has been included below.
KOSOVO
YEMEN
CZECH REPUBLIC
AZERBAIJAN
MONTENEGRO
FRANCE
POLAND
PORTUGAL
IRELAND
RUSSIA
INDONESIA
BULGARIA
RWANDA
COLOMBIA
GEORGIA
DJIBOUTI
INDIA
MOROCCO
BANGLADESH
KYRGYSTAN
ESTONIA
IRAN
SLOVAKIA
KOREA
PAKISTAN
GHANA
USA
SWITZERLAND
AUSTRALIA
THAILAND
UNITED KINGDOM
CHINA
JAPAN
BRAZIL
SPAIN
CANADA
KENYA