Georgetown University MPS-PR/CC Global Communication in the Age of Social Media Course Unicef China Campaign Proposal

1. UNICEF CHINA
Samantha Albright
Pamela Grant
Valeria McFarren
Laura Wilson

2. China: Another “Shengshi”

3. According to the IMF, China will be the
World’s Largest Economy by 2013.

5. Chinese Netizens Overview
• Chinese netizens hit 457 million in 2010
• 73% of Internet users between ages 13-34
• Four homegrown networks vying for the mass market.

6. China Social Network Landscape
uses ”
C hina rown
g
“h ome etworks
so cial n

7. Insights

8. The Princelings Are Coming –"
An Emerging Political Force!

9. “ China has a much more tightly
integrated internet community.
Everything you do is Social
Media…virality is so much more
ferocious.”
-Kaiser Kuo

10. Goals.
Highlight.
Influence.
Promote.
Share.
Engage.

11. “Tell me and I’ll forget; Show me and I
may remember; Involve me and I’ll
understand.”
--Ancient Chinese Proverb

12. “Engage Chinese netizens and
leadership in social media conversations
with UNICEF in order to
build awareness of UNICEF and be
ready, aware and prepared
to respond to a disaster.”

13. National Campaign for
Emergency Preparedness in China
Sponsored by UNICEF

14. Enlist Chinese Netizens to Create a
Brand Mascot for UNICEF China.
e 1!
has paign!
P
of cam

15. BASIC GUIDELINES
• WHAT:
Name
and
create
the
UNICEF
mascot
superhero
•
WHEN:
The
Contest
submissions
will
be
open
for
a
month.
Promoted
via
Weibo
and
Qzone
•
WHO:
Open
to
Chinese
neEzens
and
the
general
populaEon
•
HOW:
Online
and
mailed
entries
accepted
All
informaEon
posted
on
www.unicef.org/china/chinamascot
• Selec,on
of
Finalists:
Voted
on
by
UNICEF
selecEon
panel
including
UN
Ambassadors
• The
winner
will
receive
1000
RMB

16. Celebrity Ambassadors will help launch
the National Emergency Preparedness
Campaign in the Earthquake devastated
provinces.
!

17. WHERE WE WILL USE THIS
• We will disseminate contest
information via Weibo
• This increases UNICEF’s
following

18. We will also use Qzone as it
attracts netizens from second
and third tier cities and large
population of migrant workers.

19. The social networks we
chose to use target the
right areas of China.

20. WHY THIS WORKS
Allows
followers
to
idenEfy
with
figure
Build
ownership
Create
a
network/
Voted
on
by
a
panel
of
judges
following
that
including
UN
celebrity
ambassadors
UNICEF
can
reach
to
when
a
crisis
happens
Made
by
China
for
China
Will
increase
following

21. The New UNICEF Mascot!
Wants China to “RAP”!
Respond
be Aware
be Prepared

22. UNICEF Youku Rap Video Contest
“Over the last decade many
students and working-class
2!
ase aign!
Chinese have been writing
rap as a form of self-
Ph mp
expression.”
--”Now Hip-Hop Too is Made in China”
of ca
New York Times, January 2009

23. BASIC GUIDELINES!
• WHAT:
UNICEF's
Rap
for
RAP
(Respond,
be
Aware
and
be
Prepared)
Video
CompeEEon
•
WHEN:
The
Contest
submissions
will
be
open
for
a
month
•
WHO:
Open
to
elementary,
middle
and
high
school
students
studying
in
China
ages
10-­‐20
•
HOW:
Online
entries
submiXed
via
Youku
• Selec,on
of
Finalists:
Voted
by
online
votes
for
a
month
at
www.unicef.org/china/rapforrap
• The
winning
school/group
entry
will
receive
5000
RMB
and
the
winning
individual
entry
will
receive
1000
RMB.

24. The UNICEF Mascot Will Help Kick Off the
Contest at Selected Chinese Schools
We want school teachers
to get involved with the
UNICEF Youku RAP
campaign and encourage
the conversation about
disaster and emergency
preparedness

25. Recruit Influential Bloggers to
Talk about Contest
• Chinese blogger Acosta is a
“regular guy”, but his blog is
extremely popular in China.
• Acosta posts daily and would
reach a large Chinese
audience.

26. Recapping Phase 1 & Phase 2
Name
the
UNICEF
Rap
for
Superhero
RAP
Mascot
Increase
followers
and
awareness
of
UNICEF
China
to
prepare
for
any
EMERGENCY

27. Are you Ready, Aware, and Prepared?

28. The RAP Program-UNICEF Prepares China
For Emergencies and Disasters
• Partner with China
Executive Leadership
Academy Pudong (CELAP)
and Chinese National
Institute of Emergency
3!
Management in building an Phase aign!
online response network
f c amp
o

29. Educate, & Train Officials to
Respond,Build Awareness, and Prepare
Before an Event
We want their
cooperation!
Pha se 3!
camp aign!
of

30. Use UNICEF’s New Following to Disseminate
Disaster Related Information
• Share Images
• Send Emergency Alerts
• Report Locations
Pha se 4!
aign!
of camp

31. Instant UNICEF Alert Messages
On Qzone QQ
• Users receive an IM from
UNICEF informing them of
the impending crisis.
• The message would stress
where to go for a Safe
Haven for Children.
e 4! gn!
has pai
P
of cam

32. “RAP-ING” IT
UP
• Respond
to
• Build
emergencies
Awareness
&
Support
of
UNICEF
Instant
Alert
Mascot
Messages
from
CreaEon
UNICEF
CompeEEon
Educate
&
Train
CELAP
and
NaEonal
Rap
on
RAP
InsEtute
of
CompeEEon
Emergency
Management
• Prepare
• Build
Awareness

33. Measuring Success
Participation!

34. We Understand Global Needs
ideo
V
fer ence
con Ghana
f rom US !
to the

35. Thank you.!