01. Context

Amal Walks Across America was more than just a cultural event; it was a call to action, a movement that stirred the collective conscience of a nation. Little Amal, a 12-foot puppet representing a young Syrian refugee, embarked on a journey through 41 cities and towns across the United States. Her walk was designed to do more than raise awareness about the global refugee crisis—it was meant to drive a powerful message home: the plight of displaced children is a story that must be told, shared, and acted upon.

02. Campaign

We developed a bold and cohesive brand identity that did more than just unify the campaign—it amplified its message. This visual identity became the heart of Amal’s story as she walked through cities across the nation, ensuring that every piece of content, whether print, digital or physical, was imbued with the emotional depth of her journey. We created striking key art and posters that were not only visually arresting but strategically optimized for every social media platform. This wasn’t just branding; it was storytelling at its most powerful.

03. Performances and City Festivals

Amal’s walk transformed every city into a stage for cultural expression and communal solidarity. These weren’t just events—they were powerful, immersive experiences that brought together artists, performers, and community leaders. We knew that to truly engage the nation, we needed to speak to the hearts of individual communities. That’s why we tailored the visual branding for each of the 41 cities on Amal’s route. These city-specific adaptations were about creating a personal connection, making Amal’s journey resonate deeply with every community she touched.

04. Partners & Media

The reach of Little Amal Walks Across America was exponentially expanded through strategic partnerships with leading cultural institutions, NGOs, and local organizations. The media response was nothing short of extraordinary, with extensive coverage from major outlets that amplified Amal’s story far beyond the cities she visited.

04. Partners & Media

The reach of Little Amal Walks Across America was exponentially expanded through strategic partnerships with leading cultural institutions, NGOs, and local organizations. The media response was nothing short of extraordinary, with extensive coverage from major outlets that amplified Amal’s story far beyond the cities she visited, including:

05. Impact

The impact of Cause Lab’s strategic and creative execution was profound. Our campaign didn’t just reach audiences—it inspired action. Our strategic blend of digital and grassroots initiatives ensured that Amal’s journey was more than just a walk—it was a powerful narrative that inspired a nation to care, to act, and to make a difference. The campaign included:

• 8 million digital impressions

• 2 million accounts reached

• 415,887 engagements

• 104.7K impressions, with an average of 1.6K impressions per day over 64 days

• 5.3% engagement rate