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人民的座位
案例简介：为什么这项工作与PR相关？ 在几乎没有预算的情况下，我们需要让世界关注在一次至关重要的联合国峰会上做出的关于我们星球未来的最大决定之一，这一决定有被忽视的危险。 为此，我们需要让社会社区参与进来，以帮助传播我们的信息，即联合国正在邀请世界人民在COP24上就人类面临的最大威胁: 气候变化发表意见。人民席位的雄心是迫使领导人通过全球社区参与的力量对气候变化采取行动。 背景 联合国邀请我们通过一项新的活动，帮助他们让更多的人参与可持续发展目标 (SDG)。原则上，人们同意这些目标，但实际上它们令人困惑且难以驾驭。 可持续发展目标的复杂性和缺乏参与是联合国更深层次问题的征兆。在与总干事的会晤中，我们深入挖掘并讨论了人们与联合国之间日益严重的脱节。他带领我们创立了联合国宪章。 “我们联合国人民”。这是《联合国宪章》的开场白，以人为本。 真正的问题是，尽管有最好的意图，但联合国未能与人们互动。 我们的目标很明确: 通过让人们回到中心来重新参与联合国，以确保更有效地努力实现可持续发展目标。 描述创意 (投票20%) 联合国报告说，在气候破坏不可逆转之前，我们还有12年的时间。在这个关键时刻，我们需要发起一场运动，让世界人民对这一重要决定有发言权。 为了做到这一点，我们创造了人民的席位。 联合国的新实体席位，代表世界人民，而不是一个国家或特定利益。这个席位将使人们有机会在做出影响立法的重要决定的时刻与世界领导人分享他们的观点和意见。 人民的地址是由人民撰写的演讲，由他们的声音和原始推荐制作而成，通过我们的标签 # TakeYourSeat进行众包-在存在人民席位的联合国会议上发表。 描述公关策略 (投票30%) 由于数字行动主义，公民参与发生了根本性的变化。我们已经看到了一种文化转变，通过社交媒体直接行动和人民与政治家之间的沟通。我们的观众不是由人口或地理定义的，而是由他们影响社会变革的愿望团结在一起的。他们需要感到自己的声音被听到并塑造政治决策。 通过启动人民席位，联合国表明它是一个重要的变革平台，并让人们在气候变化这一最重要的问题上发出声音。 我们制作了一个发布视频，其中David Attenborough爵士邀请人们使用 # TakeYourSeat来表达自己的声音，并通过联合国社交渠道和全球有影响力的人网络进行分发。 我们发行了发行资产以印刷标题，并向BBC新闻提供了对大卫爵士的独家采访。在通过联合国的Facebook页面直播的地址之后，我们接受了采访 描述PR执行情况 (投票20%) 该活动分为两个阶段-发布 (11月21日) 和在COP24上的人民致辞 (12月3日)。 第一阶段: 我们只有时间安排对大卫爵士的一次采访，所以我们向BBC新闻提供了独家报道。由于他们的国际服务和BBC世界新闻 (向200个国家广播)，BBC给了我们无与伦比的影响力。 利用全球有影响力的人网络，我们在社交媒体上传播 # TakeYourSeat，并收集来自世界各地社区的内容。 第二阶段: 我们必须最大限度地发挥大卫爵士演讲的影响，并提请注意cop24。 我们使用精心设计的语言和来自世界各地人们的推荐，使演讲尽可能具有新闻价值。我们还在Facebook上进行了直播，以进一步吸引我们的目标受众。 最后，我们向主要广播公司提供了对大卫爵士的采访，包括BBC，CNN，CCTV (中国电视)，Sky和路透社。 列出结果 (投票30%) 必须至少包括以下两层: 世界各地的13亿人看到了他们的声音被联合国世界领导人听到的证据。 • 我们在200多个国家/地区制作了头条新闻，并在电视，在线和广播中的所有BBC全球频道 • 阿曼普尔长达一小时的节目中，几乎有一半是献给人民座位的。 • 超过1,600篇文章和500条广播新闻报道了全球人民的座位，包括中国的中央电视台，BBC，CNN，天空新闻，路透社-甚至福克斯新闻也对此进行了积极报道。 • 英国首相和澳大利亚议会都提到了这项运动。 • 我们的发布视频在第一周就在UNFCCC的Facebook页面上获得了930万的印象。 • 超过700万人在Facebook上看到10秒秒或更多。 • 超过500,000人观看了现场演讲。？ • @ UNFCCC在COP24期间获得了25,000多个关注者 (在COP23 2017年期间为2k)-增加了1,250% 个。 第2层: • 完全由我们的影响者网络推动，128,000人参加了我们的社会民意调查，用来收集人们在Instagram和Twitter上的声音 • 人民座位地址在12月3日上直播。到12月15日，联合国提供了人们需要看到的影响: 近200个国家同意了一份长达156页的规则手册，使《巴黎协定》承诺发挥作用。 • 联合国不仅向人们展示了他们的
人民的座位
案例简介：Why is this work relevant for PR? With next to no budget, we needed to make the world pay attention to one of the biggest decisions being made about our planet’s future, at a crucial UN summit that was in danger of being ignored. To do this we needed to engage social communities to help spread our message that the UN was inviting the world’s people to have their say at COP24 on the biggest threat facing humanity: climate change. The ambition of The People’s Seat was to force leaders to act on climate change through the power of global community engagement. Background The UN invited us to help them engage more people with their Sustainable Development Goals (SDG’s) through a new campaign. In principle, people agreed with the goals, but in reality they were confusing and difficult to navigate. The complexity and lack of engagement with the SDG’s was symptomatic of the UN’s deeper problem. In a meeting with the Director General, we dug deeper and discussed the increasing disconnect between people and the UN. He led us to the founding UN Charter. “We the Peoples of the United Nations”. These are the opening words of the UN charter, putting people at the centre. The real problem was that despite best intentions, the UN was failing to engage people. Our objective was clear: re-engage people with the UN by putting them back at the centre, to ensure a more effective effort to meet the SDG’s. Describe the creative idea (20% of vote) The UN reported that we have 12 years before climate damage is irreversible. At this crucial time, we needed to create a movement that would give the world’s people a voice on this all important decision. To do this we created The People’s Seat. A new physical seat at the UN, representing the world’s people rather than a nation or a specific interest. This seat would give people the opportunity to share their views and opinions with World Leaders at moments in which important decisions that impact legislation are being made. The People’s Address is a speech written by the people, crafted from their voice and raw testimonials, crowdsourced through our hashtag #TakeYourSeat – delivered at UN conferences where The People’s Seat is present. Describe the PR strategy (30% of vote) Citizen engagement has fundamentally changed due to digital activism. We have seen a cultural shift to direct action & communication between people & politicians through social media. Our audience weren’t defined by demographics or geography, but are united by their desire to impact social change. They need to feel that they’re having their voices heard & shaping political decisions. By launching The People’ Seat, the UN demonstrates that it’s an important platform for change & gives people a voice on the all-important issue of climate change. We created a launch video in which Sir David Attenborough invites people to use #TakeYourSeat to have their voices heard, distributed across UN social channels & by a global network of influencers. We issued launch assets to print titles and offered an exclusive interview with Sir David to BBC News. After the Address, streamed live via the UN’s Facebook page, we gave interviews with Describe the PR execution (20% of vote) The campaign came in 2 phases – the launch (Nov. 21) and the People’s Address at COP24 (Dec. 3). Phase One: we only had time to schedule one interview with Sir David, so we offered BBC News the exclusive. The BBC gave us unparalleled reach due to their international World Service and BBC World News (broadcast to 200 countries). Using a global network of influencers, we spread #TakeYourSeat across social media and gathered content from communities around the world. Phase Two: we had to maximise the impact of Sir David’s speech and draw attention to COP24. We made the speech as newsworthy as possible, using crafted language and testimonials from people around the world. We also live-streamed it on Facebook to further reach our target audience. Finally, we offered interviews with Sir David to key broadcasters, including BBC, CNN, CCTV (Chinese TV), Sky and Reuters. List the results (30% of vote) must include at least two of the following tiers: 1.3 billion people around the world saw proof of their voices being heard by world leaders at the UN. • We made headline news in over 200 countries, and on the hour for all BBC global channels across TV, online and radio • Almost half of Amanpour’s hour long show was dedicated to The People’s Seat. • Over 1,600 articles and 500 pieces of broadcast news covered The People’s Seat globally, including China’s CCTV, the BBC, CNN, Sky News, Reuters – even Fox News covered it positively. ? • The campaign was referenced by UK Prime Minister and in the Australian Parliament. • Our launch video received 9.3 million impressions on the UNFCCC‘s Facebook page in the first week.? • Seen by over 7 million people on Facebook for 10 seconds or more. • Over 500,000 people watched the speech live. ? • @UNFCCC gained over 25,000 followers during COP24 (versus 2k during COP23 in 2017) – an increase of 1,250%.? Tier 2: • Fuelled entirely by our influencer network, 128,000 people participated in our social polls used to gather people’s voices across Instagram and Twitter • The People’s Seat Address was live-streamed on December 3. By December 15, the UN delivered the impact people needed to see: a 156-page rulebook putting the Paris Agreement promises to work was agreed by nearly 200 countries. ? • The UN had not only showed people that their
The People's Seat
案例简介：为什么这项工作与PR相关？ 在几乎没有预算的情况下，我们需要让世界关注在一次至关重要的联合国峰会上做出的关于我们星球未来的最大决定之一，这一决定有被忽视的危险。 为此，我们需要让社会社区参与进来，以帮助传播我们的信息，即联合国正在邀请世界人民在COP24上就人类面临的最大威胁: 气候变化发表意见。人民席位的雄心是迫使领导人通过全球社区参与的力量对气候变化采取行动。 背景 联合国邀请我们通过一项新的活动，帮助他们让更多的人参与可持续发展目标 (SDG)。原则上，人们同意这些目标，但实际上它们令人困惑且难以驾驭。 可持续发展目标的复杂性和缺乏参与是联合国更深层次问题的征兆。在与总干事的会晤中，我们深入挖掘并讨论了人们与联合国之间日益严重的脱节。他带领我们创立了联合国宪章。 “我们联合国人民”。这是《联合国宪章》的开场白，以人为本。 真正的问题是，尽管有最好的意图，但联合国未能与人们互动。 我们的目标很明确: 通过让人们回到中心来重新参与联合国，以确保更有效地努力实现可持续发展目标。 描述创意 (投票20%) 联合国报告说，在气候破坏不可逆转之前，我们还有12年的时间。在这个关键时刻，我们需要发起一场运动，让世界人民对这一重要决定有发言权。 为了做到这一点，我们创造了人民的席位。 联合国的新实体席位，代表世界人民，而不是一个国家或特定利益。这个席位将使人们有机会在做出影响立法的重要决定的时刻与世界领导人分享他们的观点和意见。 人民的地址是由人民撰写的演讲，由他们的声音和原始推荐制作而成，通过我们的标签 # TakeYourSeat进行众包-在存在人民席位的联合国会议上发表。 描述公关策略 (投票30%) 由于数字行动主义，公民参与发生了根本性的变化。我们已经看到了一种文化转变，通过社交媒体直接行动和人民与政治家之间的沟通。我们的观众不是由人口或地理定义的，而是由他们影响社会变革的愿望团结在一起的。他们需要感到自己的声音被听到并塑造政治决策。 通过启动人民席位，联合国表明它是一个重要的变革平台，并让人们在气候变化这一最重要的问题上发出声音。 我们制作了一个发布视频，其中David Attenborough爵士邀请人们使用 # TakeYourSeat来表达自己的声音，并通过联合国社交渠道和全球有影响力的人网络进行分发。 我们发行了发行资产以印刷标题，并向BBC新闻提供了对大卫爵士的独家采访。在通过联合国的Facebook页面直播的地址之后，我们接受了采访 描述PR执行情况 (投票20%) 该活动分为两个阶段-发布 (11月21日) 和在COP24上的人民致辞 (12月3日)。 第一阶段: 我们只有时间安排对大卫爵士的一次采访，所以我们向BBC新闻提供了独家报道。由于他们的国际服务和BBC世界新闻 (向200个国家广播)，BBC给了我们无与伦比的影响力。 利用全球有影响力的人网络，我们在社交媒体上传播 # TakeYourSeat，并收集来自世界各地社区的内容。 第二阶段: 我们必须最大限度地发挥大卫爵士演讲的影响，并提请注意cop24。 我们使用精心设计的语言和来自世界各地人们的推荐，使演讲尽可能具有新闻价值。我们还在Facebook上进行了直播，以进一步吸引我们的目标受众。 最后，我们向主要广播公司提供了对大卫爵士的采访，包括BBC，CNN，CCTV (中国电视)，Sky和路透社。 列出结果 (投票30%) 必须至少包括以下两层: 世界各地的13亿人看到了他们的声音被联合国世界领导人听到的证据。 • 我们在200多个国家/地区制作了头条新闻，并在电视，在线和广播中的所有BBC全球频道 • 阿曼普尔长达一小时的节目中，几乎有一半是献给人民座位的。 • 超过1,600篇文章和500条广播新闻报道了全球人民的座位，包括中国的中央电视台，BBC，CNN，天空新闻，路透社-甚至福克斯新闻也对此进行了积极报道。 • 英国首相和澳大利亚议会都提到了这项运动。 • 我们的发布视频在第一周就在UNFCCC的Facebook页面上获得了930万的印象。 • 超过700万人在Facebook上看到10秒秒或更多。 • 超过500,000人观看了现场演讲。？ • @ UNFCCC在COP24期间获得了25,000多个关注者 (在COP23 2017年期间为2k)-增加了1,250% 个。 第2层: • 完全由我们的影响者网络推动，128,000人参加了我们的社会民意调查，用来收集人们在Instagram和Twitter上的声音 • 人民座位地址在12月3日上直播。到12月15日，联合国提供了人们需要看到的影响: 近200个国家同意了一份长达156页的规则手册，使《巴黎协定》承诺发挥作用。 • 联合国不仅向人们展示了他们的
The People's Seat
案例简介：Why is this work relevant for PR? With next to no budget, we needed to make the world pay attention to one of the biggest decisions being made about our planet’s future, at a crucial UN summit that was in danger of being ignored. To do this we needed to engage social communities to help spread our message that the UN was inviting the world’s people to have their say at COP24 on the biggest threat facing humanity: climate change. The ambition of The People’s Seat was to force leaders to act on climate change through the power of global community engagement. Background The UN invited us to help them engage more people with their Sustainable Development Goals (SDG’s) through a new campaign. In principle, people agreed with the goals, but in reality they were confusing and difficult to navigate. The complexity and lack of engagement with the SDG’s was symptomatic of the UN’s deeper problem. In a meeting with the Director General, we dug deeper and discussed the increasing disconnect between people and the UN. He led us to the founding UN Charter. “We the Peoples of the United Nations”. These are the opening words of the UN charter, putting people at the centre. The real problem was that despite best intentions, the UN was failing to engage people. Our objective was clear: re-engage people with the UN by putting them back at the centre, to ensure a more effective effort to meet the SDG’s. Describe the creative idea (20% of vote) The UN reported that we have 12 years before climate damage is irreversible. At this crucial time, we needed to create a movement that would give the world’s people a voice on this all important decision. To do this we created The People’s Seat. A new physical seat at the UN, representing the world’s people rather than a nation or a specific interest. This seat would give people the opportunity to share their views and opinions with World Leaders at moments in which important decisions that impact legislation are being made. The People’s Address is a speech written by the people, crafted from their voice and raw testimonials, crowdsourced through our hashtag #TakeYourSeat – delivered at UN conferences where The People’s Seat is present. Describe the PR strategy (30% of vote) Citizen engagement has fundamentally changed due to digital activism. We have seen a cultural shift to direct action & communication between people & politicians through social media. Our audience weren’t defined by demographics or geography, but are united by their desire to impact social change. They need to feel that they’re having their voices heard & shaping political decisions. By launching The People’ Seat, the UN demonstrates that it’s an important platform for change & gives people a voice on the all-important issue of climate change. We created a launch video in which Sir David Attenborough invites people to use #TakeYourSeat to have their voices heard, distributed across UN social channels & by a global network of influencers. We issued launch assets to print titles and offered an exclusive interview with Sir David to BBC News. After the Address, streamed live via the UN’s Facebook page, we gave interviews with Describe the PR execution (20% of vote) The campaign came in 2 phases – the launch (Nov. 21) and the People’s Address at COP24 (Dec. 3). Phase One: we only had time to schedule one interview with Sir David, so we offered BBC News the exclusive. The BBC gave us unparalleled reach due to their international World Service and BBC World News (broadcast to 200 countries). Using a global network of influencers, we spread #TakeYourSeat across social media and gathered content from communities around the world. Phase Two: we had to maximise the impact of Sir David’s speech and draw attention to COP24. We made the speech as newsworthy as possible, using crafted language and testimonials from people around the world. We also live-streamed it on Facebook to further reach our target audience. Finally, we offered interviews with Sir David to key broadcasters, including BBC, CNN, CCTV (Chinese TV), Sky and Reuters. List the results (30% of vote) must include at least two of the following tiers: 1.3 billion people around the world saw proof of their voices being heard by world leaders at the UN. • We made headline news in over 200 countries, and on the hour for all BBC global channels across TV, online and radio • Almost half of Amanpour’s hour long show was dedicated to The People’s Seat. • Over 1,600 articles and 500 pieces of broadcast news covered The People’s Seat globally, including China’s CCTV, the BBC, CNN, Sky News, Reuters – even Fox News covered it positively. ? • The campaign was referenced by UK Prime Minister and in the Australian Parliament. • Our launch video received 9.3 million impressions on the UNFCCC‘s Facebook page in the first week.? • Seen by over 7 million people on Facebook for 10 seconds or more. • Over 500,000 people watched the speech live. ? • @UNFCCC gained over 25,000 followers during COP24 (versus 2k during COP23 in 2017) – an increase of 1,250%.? Tier 2: • Fuelled entirely by our influencer network, 128,000 people participated in our social polls used to gather people’s voices across Instagram and Twitter • The People’s Seat Address was live-streamed on December 3. By December 15, the UN delivered the impact people needed to see: a 156-page rulebook putting the Paris Agreement promises to work was agreed by nearly 200 countries. ? • The UN had not only showed people that their
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