Advised and Managed by : Christina MacGillivray
2022, Australia
Christina MacGillivray advised the research and campaign for MyGreat Story in Australia.
The campaign was grounded in multi-method research commissioned by the UN Human Rights Office, including surveys, focus groups, and interviews to assess public attitudes toward migration in Australia.
Following this research, Christina MacGillivray oversaw the MyGreat Story campaign series, part of the UN Human Rights' global #StandUp4Migrants initiative, in Australia. The series fosters featured eight individuals from diverse migrant backgrounds, such as Filipino, Ghanaian, Indian, and South African, who are leaders in fields like sport, fashion, and art. The campaign’s slogan, "We are all made of the same ingredients," emphasized how sharing meals fosters connection, respect, and empathy.
The campaign’s slogan, "We are all made of the same ingredients," emphasized how sharing meals fosters connection, respect, and empathy. The campaign reached 790,000 people online, generating 380,000 views and engaging 47,000 users on social media. Christina’s leadership translated research into a powerful campaign promoting inclusion and understanding.
Following the campaign, Christina authored a methodology publication to guide others in applying the same behavioral science strategies, inspiring future work in human rights narrative change.
Additional Credits
Production : Love, Frankie
Research agency : Love, Frankie
From Research to Campaign
