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THE GLOBAL HEART MAP

Cannes Lions PR 2014: Claudia Becker, Anna Groos

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Page 1: Cannes Lions PR 2014: Claudia Becker, Anna Groos

THE GLOBAL HEART MAP

Page 2: Cannes Lions PR 2014: Claudia Becker, Anna Groos

Nevertheless the victims are invisible.

HUMAN TRAFFICKING AFFECTS NEARLY EVERY COUNTRY IN THE WORLD.

Main Objectives• Spread out the Blue Heart • Remind people that HT is a global issue • Increase contributions• Target younger people • Rejuvenate the campaign

Page 3: Cannes Lions PR 2014: Claudia Becker, Anna Groos

WHO ARE WE TALKING TO?

“I am not an activist but I want to do something to make the world a better place.” Maria, 30, Italy

“When doing something good I want all my friends to know.”Chris, 18, USA

“Human Trafficking is something that happens on TV and not in my community.” Max, 23, Germany

Target Group

Page 4: Cannes Lions PR 2014: Claudia Becker, Anna Groos

WE HAVE TO MAKE THE INVISIBLE VISIBLE.

The one thing:

Page 5: Cannes Lions PR 2014: Claudia Becker, Anna Groos

Tactic

GIVING PEOPLE A POWERFUL TOOL WITH EASY ACCESS TO TAKE ACTION & RAISE THEIR VOICES AGAINST HT.

Page 6: Cannes Lions PR 2014: Claudia Becker, Anna Groos

THE GLOBAL HEART MAP

Show your heart to #MakeThemVisible

Page 7: Cannes Lions PR 2014: Claudia Becker, Anna Groos

Interaction- Users show solidarity via Social media using campaign’s # - Each posts = one Blue Heart on the map

Information- Stories, facts & case studies by the Blue Heart Campaign will be visualized as red hearts and show the spread of HT

Action- Raise donations- Connect informative part to donations with actual help for victims

HOW TO ACTIVATE THE CROWD?

Execution

Page 8: Cannes Lions PR 2014: Claudia Becker, Anna Groos

KEEP THE HEART BEATING

1. Kick-OffSpreading a video with prominent testimonials as first supporters

2. Storytelling & Media RelationsCreating relevant content which is worth spreading by users, media & bloggers

3. Supporting ActivitiesUsing existing events & milestones like International HT Day & the annual report to raise on-going awareness

Page 9: Cannes Lions PR 2014: Claudia Becker, Anna Groos

WHAT’S THE MEASURES?

KPIs and Resources

Relevant KPIs1. Reach (amount of users and hearts)2. Media coverage 3. Donations 4. User generated content

Resources1. Financial: programming Map,

production of video and multimedia content

2. Personnel: All content will be created by UNODC or users.

Page 10: Cannes Lions PR 2014: Claudia Becker, Anna Groos

THE GLOBAL HEART MAPto make the invisible visible.

Human Trafficking is a global issue but millions of victims are invisible.

The virtual Global Heart Map gives people a powerful tool with easy access to take action, show solidarity & raise their voices against Human Trafficking.

Interactive, informative and with media-relevant stories of survivors and supporters. With direct links to take action.

Everything to #MakeThemVisible.