Cannes Lions PR 2014: Claudia Becker, Anna Groos
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The document outlines a campaign called the Global Heart Map to raise awareness of human trafficking. The campaign aims to make the millions of invisible victims of human trafficking visible by allowing people to show solidarity on social media using a hashtag that will display blue hearts on an interactive global map. Users can access informative stories and statistics about actual cases as well as donate directly. The campaign will utilize prominent testimonials in video, ongoing storytelling in media, and milestones like Human Trafficking Awareness Day to engage people and measure success based on reach, media coverage, donations, and user generated content.
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Cannes Lions PR 2014: Claudia Becker, Anna Groos
- 2. 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
- 3. 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
- 4. WE HAVE TO MAKE THE INVISIBLE VISIBLE. The one thing:
- 5. Tactic GIVING PEOPLE A POWERFUL TOOL WITH EASY ACCESS TO TAKE ACTION & RAISE THEIR VOICES AGAINST HT.
- 6. THE GLOBAL HEART MAP Show your heart to #MakeThemVisible
- 7. 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
- 8. KEEP THE HEART BEATING 1. Kick-Off Spreading a video with prominent testimonials as first supporters 2. Storytelling & Media Relations Creating relevant content which is worth spreading by users, media & bloggers 3. Supporting Activities Using existing events & milestones like International HT Day & the annual report to raise on-going awareness
- 9. WHAT’S THE MEASURES? KPIs and Resources Relevant KPIs 1. Reach (amount of users and hearts) 2. Media coverage 3. Donations 4. User generated content Resources 1. Financial: programming Map, production of video and multimedia content 2. Personnel: All content will be created by UNODC or users.
- 10. THE GLOBAL HEART MAP to 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.
Editor's Notes
- Claudia
- claudia
- We thought about some consumer insights to make clear how the target audience is thinking: + they want the world to be a better place + when doing something good they want their friends to know + the issue of human trafficking is not part of their world For Maria, Chris and Max, the victims are invisible.
- So we have to make the invisible visible.
- Claudia
- Claudia
- How the map actually works: It contains three main attributes: In the interactive part users post suppotive messages, videos, pictures via Facebook, Twitter & Instagram using the hashtag #makethemvisible Those posts become visible as blue hearts on the map enriched with this user generated content. Also the UNODC contributes information about Human Trafficking such as stories, facts and case studies. They appear as red hearts on the map. Of course we want to raise donations so we connect the informative parts with the possibility to easily help victims.
- Of course we need to keep the heart beating and activate user for a long term. We also have to make the map media relevant. We will start with a video featuring a prominent testimonial informing about the invisibility of victims. Also the testimonial will be one of our first supporters on the map. UNODC will create touching and informing content about survivors which is worth spreading by users, media and bloggers. Also we will use existing events and milestones and connect them to the map to raise on-going awareness.