CIVIL RIGHTS DEFENDERS Case study NATALIA PROJECT by Rbk Communication Stockholm

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NATALIA PROJECT

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Industry Human Rights
Media Case study
Market Sweden
Agency Rbk Communication Stockholm
Creative Director Johan Pihl
Released May 2013

Awards

Cannes Lions 2013
Mobile Lions Creative Use Of Technology; Other Technology for Mobile Silver
Promo and Activation Lions Use of Promo & Activation; Best use of Social Media Marketing in a Promotional Campaign Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: CIVIL RIGHTS DEFENDERS
Product/Service: GLOBAL ASSAULT ALARM SYSTEM FOR HUMAN RIGHTS DEFENDERS AT RISK
Agency: RBK COMMUNICATION Stockholm, SWEDEN
Managing Director: Mathias Wikström (RBK Communication)
Creative Director: Johan Pihl (RBK Communication)
Account Director: Fredrik Linder (RBK Communication)
Creatives: Tobias Snäll/Anders Sjönvall/Mathias Normark (RBK Communication)
Film Production: (Bsmart)
Sound Production: (Flickorna Larsson)
3D Visualisation: (Real Eyes)
News Graphics: (ParisGrafik)
Public Relations Manager: Nils Holmlöv (Lewis PR)
Describe the brief from the client
What can we do to protect Human Rights Defenders at risk?
Human Rights Defenders are often kidnapped or killed. Without information about time/place it's impossible to help and with dated information the public’s sense of urgency is lost. There was a need to find a way to identify attacks, protect those at risk and build awareness around the challenges faced by human rights defenders.
The strategic objective was also to position Civil Rights Defenders as a leading tech friendly human rights organization, building partners and protecting those at risk. Last but not least, naturally obtaining donations was also of interest.

Promotion Development

The creative solution is to provide individual human rights defenders with GSM/GPS assault alarm hardware and connect it with local partners and social media through those signing up on nataliaproject.org, Facebook/Twitter.
A precise call for action provides the audience with the ability to contribute, redefining the meaning of a like or a follow turning involvement into a potential life-line.
Natalia Project engages people and disrupts the silence of oppressive regimes by making information about assaults known globally - creating a link between the victims and the world making sure no cry for help goes unnoticed.


Results

The project was launched April 4 and after just two weeks:
- Direct response (likes and follows), within less than a week created a potential reach in social media surpassing 100,000 and growing.
- Google hits went from 4,000 to 23m in under four days.
- Donations up 1,400% compared with previous period.
- Earned media with a reach of 1bn+ persons distributed the project, positioning Civil Rights Defenders. The effect of Natalia Project on the Civil Rights Defenders brand has yet to be calculated.
- Just two days after launch United Nations rapporteurs endorsed the project.


Relevancy to Product/Service

The idea of the assault alarm solves several problems:
- The attacks are made known and information about time and position is provided.
- Individual human rights defenders are connected to local support that can come to the rescue.
- The link to social media provides a genuine sense of urgency and provides the public with clear call for action. To amplify any signal of distress and put pressure on oppressive regimes, instantly.
Natalia Project as a vehicle, reaching 1 billion in earned media, positions Civil Rights Defenders as a force for driving change, building direct relationships with local partners.