UNHCR Rose is a Rose

In 2024, UNHCR broke eight years of silence with ‘Food for Thought’ – a campaign that reintroduced the refugee topic through the universal language of food – something we all share, trust, and talk about.

By 2025, the conversation had shifted – but the challenge remained. 55% of Bulgarians felt neither positive nor negative toward refugees, and only 35% had ever met one. The issue was no longer hostility. It was distance. And distance, left untouched, turns neutrality into indifference.

With a budget five times smaller due to global political funding cuts, we needed a simple, culturally grounded idea that could move the conversation forward.
The answer was Rosa Damascena – Bulgaria’s most beloved symbol. Few know it traces its roots to Damascus, Syria. Like a refugee, it arrived centuries ago and, through care and time, became a source of national pride.

“Rose is a Rose” turned this metaphor into action. Bulgarians and refugees from Syria, Afghanistan, and Ukraine harvested roses together and created a real product: rose jam – a tangible bridge between cultures.

Supported by a manifesto film, social content, influencers, podcasts, and PR – including adoption by the Minister of Tourism – the campaign reached 500,000+ urban Bulgarians, generated 1.5M views, a 14.1% engagement rate, and sold 300+ jars.

Because the strongest argument for integration isn’t a statistic. It’s a story you can taste.