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全球目标运动
案例简介：市场活动描述 这个想法是在 7 天内达到 70亿人，招募数百万全球公民，使全球目标出名。我们的行动号召是 “告诉每个人” 目标，在谈话、社交媒体、产品、家庭、工作和学校分享它们,无论如何让目标出名。为了达到如此巨大的规模，我们为不同的频道、地理位置和人口统计创造了内容。对于 19 亿在校儿童来说，这是世界上最大的一课，每个人都可以使用收音机达到 69 亿，这是为 60 亿有信仰的人祈祷,全球第一个使用 14 亿年度电影访问量的全球电影广告，这是一个与全球 70 亿部手机相连的文本。通过与活动家、企业、表演者、体育明星、艺术家和媒体的合作，我们激活了有史以来最大的竞选团队，确保 “告诉每个人” 的信息到达全球每个角落。 执行 在发布之前，我们关注的是全球媒体关注 WEF 和戛纳等事件的时刻，通过特技、简报和拍照来推动报道。我们还推动媒体报道了以世界上最大的体育明星为特色的令人眩晕的目标社交运动，以提高大众意识。在推出之前，我们宣布了将帮助我们在 7 天内告诉 70亿人的活动。这包括广播每个人，世界上最大的教训和第一个全球电影广告。这场运动的高潮是对联合国的预测和以竞选伙伴和支持者为特色的媒体发布会。通过整个发射周的媒体参与，我们通过从北极向朝鲜升起 136 面旗帜，展示了这场运动的规模,使用刘柏林的作品来获得免费的广告空间，并在传统和社交媒体上放置模特和名人的照片。 策略 我们的目标是给这些目标一个前所未有的启动。大多数时候，联合国大会是该部门的一个重要事件，但在公众中几乎没有知名度。我们开始改变这种状况。为了让这些目标广为人知，我们看到了一个通过建立不寻常的伙伴关系来推动公众兴奋的机会。例如，与全球人才的合作，从娜奥米 · 坎贝尔到马拉拉，以及传统的活动家、世界领导人和媒体名册。我们通过根据他们可以访问的频道定制内容来吸引来自世界各地的人们。虽然全球大部分地区在线互动并可以获得打印，但另一部分-特别是受目标影响最大的人-只能通过广播和移动等渠道访问内容。为了创建广泛而民主的内容分发，我们调整了资产以在所有这些渠道中工作。 结果 除国际网点外，还覆盖 40 个国家。1115 打印和在线件，OTS 为 15亿。130万社交媒体提及的观点估计为 26亿。# 全球目标趋势在世界各地。我们在 7 天内估计达到了世界 40%-4.17亿人/天。基于: • 世界上最大的课程教学 5亿儿童,103 个国家的教育部承诺 • 从北极升起 136 面旗帜到朝鲜 • 移动运营商给 10亿人发短信并与 52亿客户交流 • 60,000 人参加了全球公民节。26 个国家在电视上观看。• 世界上第一个全球影院广告在 34 个影院首映 • 超过 2.5亿人通过 75 个国家的电台 Everyone 参与。• 著名面孔承诺支持他们最热衷的目标 • 行动/2015 报告超过 200,000 人在 100 多个国家采取行动 相关性 全球目标运动是有史以来最雄心勃勃的公关运动，旨在 “告诉每个人” 联合国的全球可持续发展目标。它涉及历史上最大的活动家、艺术家、体育明星和企业的合作和整合。我们将这些目标民主化，将它们从发展部门带到它们所影响的领域。我们利用每一个渠道来最大限度地提高对正在发生的活动的认识，并获得全球覆盖面。我们策划了一个全球机构团队，在全球范围内激活数十场同步的社交媒体活动、伙伴关系、事件、特技、认可和政治参与。效果是戏剧性的，影响仍然产生共鸣。 大纲 2015年9月25日，193 位世界领导人通过了《全球目标》，这是一系列 17 个雄心勃勃的目标，旨在消除贫困、打击不平等和不公正，并为每个人 2030年应对气候变化。每个人项目都是由理查德 · 柯蒂斯创立的，他是电影制作人和漫画救济的创始人。它的目的是与这个星球上所有 70亿人分享全球目标。如果这些目标得以实现，它们将确保地球上每个人的健康、安全和未来 -- 但是如果世界不了解它们，它们成功的机会就很小。作为 Project Everyone 的领先全球公关机构，我们与其他 9 家全球机构合作，帮助每个人了解全球目标。我们的挑战是利用项目每个人的内容和活动来提高公众对目标的理解、对他们潜力的信任以及展示支持的动机。
全球目标运动
案例简介：Campaign Description The idea was to reach 7 billion people in 7 days, recruiting millions of global citizens to make the Global Goals famous.Our call to action was to 'Tell Everyone' about the goals, share them in conversation, on social media, on products, at home, at work and at school, whatever it takes to make the goals famous.To reach people at this huge scale, we created content for different channels, geographies and demographics. The World’s Largest lesson for 1.9bn children in school, Radio Everyone to reach 6.9bn with access to radio, a Prayer for 6bn people with a faith, the World’s First Global Cinema ad using the 1.4bn annual cinema visits, a text connecting with 7bn mobiles worldwide. Through partnerships with campaigners, businesses, performers, sports stars, artists and media, we activated the biggest campaign team of all time ensuring the “Tell Everyone” message reached every corner of the globe. Execution In the run up to launch we focused on moments where global media were concentrated on events including WEF and Cannes, to drive coverage through stunts, briefings and photo calls. We also drove media coverage of the Dizzy Goals social campaign featuring the world’s biggest sports stars, to generate mass awareness.Before the launch we announced the activities that would help us to tell 7 billion people in 7 days. This included Radio Everyone, The World’s Largest Lesson and the first global cinema advert. The campaign culminated in a projection onto the UN and a media launch featuring campaign partners and supporters. Through media engagement across launch week we demonstrated the scale of the campaign by raising 136 flags from the North Pole to North Korea, used artwork by Liu Bolin to secure free advertorial space and placed photographs of models and celebrities with the goals across traditional and social media. Strategy Our aim was to give the Goals a launch like no other. Most years, the UN General Assembly is an important event within the sector, but has little visibility with the public. We set out to change that. To make the Goals widely accessible, we saw an opportunity to drive public excitement by forging uncommon partnerships. For example, collaborations with global talent, from Naomi Campbell to Malala, alongside the traditional roster of campaigners, world leaders and press.We engaged people from every corner of the globe by tailoring content to the channels they had access to. While much of the globe interacts online and has access to print, another large portion – particularly the people most impacted by the Goals – can only access content through channels such as radio and mobile. To create a wide and democratic distribution of content, we adapted assets to work across all of these channels. Outcome Coverage in 40 countries in addition to international outlets. 1115 print and online pieces with an OTS of 1.5 billion. 1.3 million social media mentions with estimated views of 2.6 billion. #globalgoals trending across the world.We reached an estimated 40% of the world in 7 days – 417 million people/day. Based on:•The World's Largest Lesson teaching 500 million children, with commitments from Ministries of Education in 103 countries •136 flags raised from the North Pole to North Korea•Mobile operators text one billion people and communicated with 5.2 billion customers •60,000 people attended the Global Citizen Festival. 26 countries watched it on TV.•The World’s First Global Cinema Ad premiered in 34 cinemas •Over 250 million people engaged via Radio Everyone in 75 countries.•Famous faces pledged their support for the goals they’re most passionate about •Action/2015 report that over 200,000 people took action across more than 100 countries Relevancy The Global Goals campaign was the most ambitious PR campaign ever, designed to 'Tell Everyone' about the UN’s Global Goals for Sustainable Development. It involved history’s biggest collaboration and integration of campaigners, artists, sports stars, and businesses. We democratised the Goals, taking them outside the development sector to those they impact. We used every channel to maximise awareness of activities taking place and gain global coverage.We orchestrated a team of global agencies to activate dozens of synchronised social media campaigns, partnerships, events, stunts, endorsements and political engagement across the globe. The effect was dramatic and the impact still resonates. Synopsis On 25th September 2015, 193 world leaders adopted the Global Goals, a series of 17 ambitious goals to end poverty, fight inequality & injustice and tackle climate change for everyone by 2030. Project Everyone was founded by Richard Curtis, filmmaker and founder of Comic Relief. Its aim is to share the Global Goals with all 7 billion people on this planet. If the goals are met, they ensure the health, safety and future of the planet for everyone on it – but they have little chance of success if the world doesn’t know about them. As the lead global PR agency for Project Everyone, we collaborated with 9 other global agencies to help Tell Everyone about the Global Goals. Our challenge was to leverage Project Everyone’s content and activities to raise the public’s understanding of the Goals, trust in their potential and motivation to showcase support.
The Global Goals Campaign
案例简介：市场活动描述 这个想法是在 7 天内达到 70亿人，招募数百万全球公民，使全球目标出名。我们的行动号召是 “告诉每个人” 目标，在谈话、社交媒体、产品、家庭、工作和学校分享它们,无论如何让目标出名。为了达到如此巨大的规模，我们为不同的频道、地理位置和人口统计创造了内容。对于 19 亿在校儿童来说，这是世界上最大的一课，每个人都可以使用收音机达到 69 亿，这是为 60 亿有信仰的人祈祷,全球第一个使用 14 亿年度电影访问量的全球电影广告，这是一个与全球 70 亿部手机相连的文本。通过与活动家、企业、表演者、体育明星、艺术家和媒体的合作，我们激活了有史以来最大的竞选团队，确保 “告诉每个人” 的信息到达全球每个角落。 执行 在发布之前，我们关注的是全球媒体关注 WEF 和戛纳等事件的时刻，通过特技、简报和拍照来推动报道。我们还推动媒体报道了以世界上最大的体育明星为特色的令人眩晕的目标社交运动，以提高大众意识。在推出之前，我们宣布了将帮助我们在 7 天内告诉 70亿人的活动。这包括广播每个人，世界上最大的教训和第一个全球电影广告。这场运动的高潮是对联合国的预测和以竞选伙伴和支持者为特色的媒体发布会。通过整个发射周的媒体参与，我们通过从北极向朝鲜升起 136 面旗帜，展示了这场运动的规模,使用刘柏林的作品来获得免费的广告空间，并在传统和社交媒体上放置模特和名人的照片。 策略 我们的目标是给这些目标一个前所未有的启动。大多数时候，联合国大会是该部门的一个重要事件，但在公众中几乎没有知名度。我们开始改变这种状况。为了让这些目标广为人知，我们看到了一个通过建立不寻常的伙伴关系来推动公众兴奋的机会。例如，与全球人才的合作，从娜奥米 · 坎贝尔到马拉拉，以及传统的活动家、世界领导人和媒体名册。我们通过根据他们可以访问的频道定制内容来吸引来自世界各地的人们。虽然全球大部分地区在线互动并可以获得打印，但另一部分-特别是受目标影响最大的人-只能通过广播和移动等渠道访问内容。为了创建广泛而民主的内容分发，我们调整了资产以在所有这些渠道中工作。 结果 除国际网点外，还覆盖 40 个国家。1115 打印和在线件，OTS 为 15亿。130万社交媒体提及的观点估计为 26亿。# 全球目标趋势在世界各地。我们在 7 天内估计达到了世界 40%-4.17亿人/天。基于: • 世界上最大的课程教学 5亿儿童,103 个国家的教育部承诺 • 从北极升起 136 面旗帜到朝鲜 • 移动运营商给 10亿人发短信并与 52亿客户交流 • 60,000 人参加了全球公民节。26 个国家在电视上观看。• 世界上第一个全球影院广告在 34 个影院首映 • 超过 2.5亿人通过 75 个国家的电台 Everyone 参与。• 著名面孔承诺支持他们最热衷的目标 • 行动/2015 报告超过 200,000 人在 100 多个国家采取行动 相关性 全球目标运动是有史以来最雄心勃勃的公关运动，旨在 “告诉每个人” 联合国的全球可持续发展目标。它涉及历史上最大的活动家、艺术家、体育明星和企业的合作和整合。我们将这些目标民主化，将它们从发展部门带到它们所影响的领域。我们利用每一个渠道来最大限度地提高对正在发生的活动的认识，并获得全球覆盖面。我们策划了一个全球机构团队，在全球范围内激活数十场同步的社交媒体活动、伙伴关系、事件、特技、认可和政治参与。效果是戏剧性的，影响仍然产生共鸣。 大纲 2015年9月25日，193 位世界领导人通过了《全球目标》，这是一系列 17 个雄心勃勃的目标，旨在消除贫困、打击不平等和不公正，并为每个人 2030年应对气候变化。每个人项目都是由理查德 · 柯蒂斯创立的，他是电影制作人和漫画救济的创始人。它的目的是与这个星球上所有 70亿人分享全球目标。如果这些目标得以实现，它们将确保地球上每个人的健康、安全和未来 -- 但是如果世界不了解它们，它们成功的机会就很小。作为 Project Everyone 的领先全球公关机构，我们与其他 9 家全球机构合作，帮助每个人了解全球目标。我们的挑战是利用项目每个人的内容和活动来提高公众对目标的理解、对他们潜力的信任以及展示支持的动机。
The Global Goals Campaign
案例简介：Campaign Description The idea was to reach 7 billion people in 7 days, recruiting millions of global citizens to make the Global Goals famous.Our call to action was to 'Tell Everyone' about the goals, share them in conversation, on social media, on products, at home, at work and at school, whatever it takes to make the goals famous.To reach people at this huge scale, we created content for different channels, geographies and demographics. The World’s Largest lesson for 1.9bn children in school, Radio Everyone to reach 6.9bn with access to radio, a Prayer for 6bn people with a faith, the World’s First Global Cinema ad using the 1.4bn annual cinema visits, a text connecting with 7bn mobiles worldwide. Through partnerships with campaigners, businesses, performers, sports stars, artists and media, we activated the biggest campaign team of all time ensuring the “Tell Everyone” message reached every corner of the globe. Execution In the run up to launch we focused on moments where global media were concentrated on events including WEF and Cannes, to drive coverage through stunts, briefings and photo calls. We also drove media coverage of the Dizzy Goals social campaign featuring the world’s biggest sports stars, to generate mass awareness.Before the launch we announced the activities that would help us to tell 7 billion people in 7 days. This included Radio Everyone, The World’s Largest Lesson and the first global cinema advert. The campaign culminated in a projection onto the UN and a media launch featuring campaign partners and supporters. Through media engagement across launch week we demonstrated the scale of the campaign by raising 136 flags from the North Pole to North Korea, used artwork by Liu Bolin to secure free advertorial space and placed photographs of models and celebrities with the goals across traditional and social media. Strategy Our aim was to give the Goals a launch like no other. Most years, the UN General Assembly is an important event within the sector, but has little visibility with the public. We set out to change that. To make the Goals widely accessible, we saw an opportunity to drive public excitement by forging uncommon partnerships. For example, collaborations with global talent, from Naomi Campbell to Malala, alongside the traditional roster of campaigners, world leaders and press.We engaged people from every corner of the globe by tailoring content to the channels they had access to. While much of the globe interacts online and has access to print, another large portion – particularly the people most impacted by the Goals – can only access content through channels such as radio and mobile. To create a wide and democratic distribution of content, we adapted assets to work across all of these channels. Outcome Coverage in 40 countries in addition to international outlets. 1115 print and online pieces with an OTS of 1.5 billion. 1.3 million social media mentions with estimated views of 2.6 billion. #globalgoals trending across the world.We reached an estimated 40% of the world in 7 days – 417 million people/day. Based on:•The World's Largest Lesson teaching 500 million children, with commitments from Ministries of Education in 103 countries •136 flags raised from the North Pole to North Korea•Mobile operators text one billion people and communicated with 5.2 billion customers •60,000 people attended the Global Citizen Festival. 26 countries watched it on TV.•The World’s First Global Cinema Ad premiered in 34 cinemas •Over 250 million people engaged via Radio Everyone in 75 countries.•Famous faces pledged their support for the goals they’re most passionate about •Action/2015 report that over 200,000 people took action across more than 100 countries Relevancy The Global Goals campaign was the most ambitious PR campaign ever, designed to 'Tell Everyone' about the UN’s Global Goals for Sustainable Development. It involved history’s biggest collaboration and integration of campaigners, artists, sports stars, and businesses. We democratised the Goals, taking them outside the development sector to those they impact. We used every channel to maximise awareness of activities taking place and gain global coverage.We orchestrated a team of global agencies to activate dozens of synchronised social media campaigns, partnerships, events, stunts, endorsements and political engagement across the globe. The effect was dramatic and the impact still resonates. Synopsis On 25th September 2015, 193 world leaders adopted the Global Goals, a series of 17 ambitious goals to end poverty, fight inequality & injustice and tackle climate change for everyone by 2030. Project Everyone was founded by Richard Curtis, filmmaker and founder of Comic Relief. Its aim is to share the Global Goals with all 7 billion people on this planet. If the goals are met, they ensure the health, safety and future of the planet for everyone on it – but they have little chance of success if the world doesn’t know about them. As the lead global PR agency for Project Everyone, we collaborated with 9 other global agencies to help Tell Everyone about the Global Goals. Our challenge was to leverage Project Everyone’s content and activities to raise the public’s understanding of the Goals, trust in their potential and motivation to showcase support.
全球目标运动
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The Global Goals Campaign
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