Walk With Amal

Project Overview

"Walk With Amal" is a strategic communications project built around Amal—a 12-foot puppet representing a 10-year-old Syrian refugee girl who has travelled more than 9,000 km across 13 countries as a global symbol of displacement, resilience, and human rights.

The campaign focuses on raising awareness for refugee children and educating the public on the realities of forced migration. Grounded in research on media representation and its influence on young audiences, the project identifies teenagers and families as key groups capable of driving understanding, empathy, and action.

Strategy

I developed an integrated communication strategy that includes corporate and nonprofit partnerships, collaborations with influencers advocating for human and refugee rights, and outreach to major media outlets to amplify refugee stories.

The PESO-based plan combines:

• Paid social media
• OOH concepts such as bus shelters and vertical billboards
• Earned media coverage
• Shared storytelling through the "Find Friends of Amal" movement
• Owned platforms like newsletters and a dedicated mobile application

Impact

Ultimately, this project uses creative, research-driven communication tools to strengthen global awareness, build community engagement, and support Amal's mission of telling "a little girl's big journey."