Communicating Cosmopolitanism During Times of Crisis: UNHCR and the World Refugee Day Campaign in the UK and Bulgaria

How can a cosmopolitan message about refugees be communicated in an international political context characterized by growing hostility to outsiders at the national level? This article provides a detailed analysis of a specific World Refugee Day campaign based on extensive access to internal data from the UN Refugee Agency (UNHCR) and interviews with key informants alongside case studies of the campaign in two European countries: the United Kingdom (UK) and Bulgaria. While internal UNHCR assessment suggested successful meeting of pre-set targets, a series of issues around the implementation of message framing and the potential for this to generate action are identified. The article applies ideas about the communication of distant suffering to explore how World Refugee Day campaigns operate as interventions into global public discourse. The analysis of the campaign framing finds that it maximized space for solidaristic understanding of the refugee issue and reflexivity. However, the article argues that the communication of these ideas is impacted by the practical and organizational challenges (and opportunities) of developing a professional communication strategy in the context of a rapidly changing media and political environment.