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La Cimade’s ‘Living Is Winning’ Campaign Pays Tribute To All Refugees

Refugees are forced to leave their land due to ferocity and persecution across the world.

To this end, their journey deserves to be seen through a different perspective, such as the Olympics. The main idea is to describe the truth that the same effort is given by the refugees to survive and struggle. Because while athletes challenge themselves to win, refugees do it to survive.

In collaboration with the French NGO La Cimade, Josiane Paris and Adam & Eve London designed and produced the ‘Living is Winning’ project inspired by the Olympic Games, which will be hosted in Paris in 2024.

The project is composed of three 30-second videos “Swim”, “Jump” and “Run”, plus the print ads, portraying the struggle and dignity of the refugees with different sport branches.


A lot of support has been given to this tribute, including the award-winning Norwegian Photographer, Espen Rasmussen, who comments; as a photo journalist, my wish and my goal is to show people’s struggle, but also to show hope. That is why I provided images from my work to this campaign—so that all of us can learn something and hopefully react, with our mind and heart.


A striking example, the distance from Aleppo to Munich is 3,090 kilometers, which is the most common route taken by tens of thousands of Syrians when they flee abroad the war that ravaged their country. In comparison, the distance is equivalent to the 73.6 Olympic marathon.




Geneviève Jacques, President of La Cimade stated,

We can never say enough how much force and courage these women and men need to risk their lives in search for a better place beside us, where they hope to live in dignity. Protecting human dignity and social inclusion is at the heart of La Cimade’s mission since 1939. Our organisation will double our efforts to continue to host, help and support refugees, but also raise awareness of their alarming situation among the wider public.

La Cimade is an association of active solidarity with migrants, refugees and asylum seekers. With their international partners and as part of their actions in France and Europe, they act for the respect of rights and dignity of the people.

‘Living is Winning’ is available in both French and English and the campaign will be broadcasted as a TVC and also digitally, with hashtag #LivingIsWinning  for social media.

For all the refugees, living is already winning, and La Cimade manages to deliver a powerful message with their brave campaign. 

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