ONE YOUNG WORLD by Euro Rscg New York for Euro RSCG

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ONE YOUNG WORLD

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Industry Advertising agencies, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Euro Rscg New York
Designer Matthew Bell
Released July 2012

Credits & Description

Category: Best International PR Campaign
Advertiser: EURO RSCG WORLDWIDE
Product/Service: GLOBAL YOUTH SUMMIT
Global Chief Executive Officer: David Jones (Havas Worldwide and Euro RSCG Worldwide, and One Young World Co-Founder)
Euro RSCG Group Chairman and One Young World Co-Founder: Kate Robertson (Euro RSCG Group Chairman and One Young World Co-Founder)
President: Marian Salzman (Euro RSCG Worldwide PR)
Chief Communications Officer: Eric Edge (Euro RSCG Worldwide)
Delegate Director: Oliver Stacey (One Young World)
Delegate Director: David Alexander (One Young World)
Delegate Director: Caroline Hunt (One Young World USA)
Plenary Director: Tuula Rea (One Young World)
Delegate Manager: Jacob Goodman (One Young World)
Delegate Co-ordinator: Christopher Skillicorn (Skilly) (One Young World)
Project Co-ordinator: Anna Taylor (One Young World)
Web Developer: Rob Jones (One Young World)
Designer: Matthew Bell (Conran Design Group)
Media placement: YouTube Competition - YouTube - 31st July 2009
Media placement: Facebook Outreach For Delegates - Facebook - April 2009
Media placement: Press Conference In Davos With Kofi Annan - Press Conference - 28th January - 1st February 09
Media placement: Launch Event In London - Event - 31st July 2009
Media placement: Booth In Davos - Event - 26th January 2010
Media placement: Inaugural Event - Event - 8th - 10th February 2010
Media placement: YouTube - Www.youtube.com/user/oneyoungworld - July 20009
Media placement: Twitter - Www.twitter.com/OneYoungWorld - July 2009
Media placement: Flickr - Www.flickr.com/photos/oneyoungworld - July 2009
Media placement: Website - Www.oneyoungworld.com - July 2009
Summary of the Campaign
Global challenges are growing more severe everyday, yet global leaders charged with providing solutions have not delivered. Young people possess some of the most innovative solutions to major global issues and stand to lose or gain the most as they inherit the decisions made by our leaders. But they had no platform. They had no voice.One Young World is a movement that Marketing Week described as the 'possibly the most forward-thinking and comprehensive piece of corporate social responsibility ever attempted’. Nearly 1,000 delegates streamed into London from more than 110 countries alongside global dignitaries like Kofi Annan, U.S. Senator John Kerry, Archbishop Desmond Tutu, Wyclef Jean, Nobel Laureate Muhammad Yunus, Oscar Morales and Sir Bob Geldof, to name a few.This use of a multi-faceted global celebrity presence allowed One Young World to create a massive stage to call for change. One Young World drew media coverage from all four corners of the globe. This global summit succeeded in delivering the youth demographic a united platform for young leaders to deliver a more sustainable, just and prosperous future
The Goal
The campaign goal was to reach maximum impact in the world press and social media space through the use of social media, PR and a global event, thereby young leaders a sustainable and actionable voice.It also sought to leverage celebrity/world leader endorsements in order to create a movement that would be heard and taken up around the world by current and future leadership. A global poll of 15, 844 people aged 18 to 27 from over 34 countries in every region revealed this generation's strongly held views on the role of media in shaping society
Results
One Young World became an international headline, with stories running on BBC (UK, Brazil, Mundo, Arabic), CNN, Al-Jazeera, MTV, The HuffingtonPost, The Economist, Reuters, The Wall Street Journal, The Washington Post, L'Express, Canal +, La Nacion and The Himalayan, to name a few. Senator Kerry and Wyclef Jean alone each garnered nearly 100 headlines.One Young World attracted 100+ top global brands including Samsung, Starbucks, Hilton, HP, American Express, Nokia, Panasonic, Hershey's, PEPSI, Unilever, Sony and Nike.One Young World's also had strong viral impact, with 1 blog post/minute, 7 video views/minute and a staggering 989 photo views/minute. During the Summit One Young World also hit No. 4 in Twitter trending topics in the UK. The community is still growing, with 220 spin off groups started by Delegates now running on Facebook, and 7,192 fans, 18,104 Flickr Photosream Views, 2,898 followers on Twitter, 64,071 Upload views on YouTube.
Execution
The campaign launched with Kofi Annan at the World Economic Forum in Davos a year before the Summit.9 months prior to the Summit a Facebook app and group started delegate recruitment, followed by a YouTube competition, launched at a press conference with Oscar Morales to help drive interest. The global research project run by YouGovStone and authorized by Oxford University and Nick Haysom of the United Nations resulted in six resolutions, voted on at One Young World.The 3 day Summit was attended by all of the established Counsellors, nearly 200 press and 820 young people from 110 countries. Facebook and Twitter provided running commentary. Videos and photos flooded into YouTube and Flickr. One Young World organizers, business partners, esteemed Counsellors and delegates Tweeted and blogged about the summit in real-time, from the on-site bloggers lounge, while stories were placed in print, web and broadcast media outlets..
The Situation
In order for true social change to take place, International leaders need to know that their young constituents are not just demanding change, but creating it each day. To accomplish this, world youth needed to unite and be heard, but also needed a global megaphone to reach the distant and often inaccessible ears of world leadership.By using established and notorious leaders in business, government and other sectors as Counsellors to these young leaders, there was an opportunity to create that globally
The Strategy
One Young World sought to avoid celebrity-for-celebrity's-sake and instead leveraged the individual missions and knowledge-bases of activist celebrities to bring attention, clout and expertise to the summit. The credibility of progressive leaders, global activists and artists would bring the ideas of the young delegates to the forefront of world agendas. Inverting the standard process of celebrity publicity, the Summit was designed so that delegates were the focus, but the high-profile Counsellors such as Bob Geldof, Kofi Annan and Archbishop Tutu provided guidance to the delegates while attracting the world's press. We enlisted Grammy Award-winning musician Wyclef Jean to deliver an interactive, live keynote address. The political and activist luminaries created a platform and set the tone of the summit, while appearances from Corrine Bailey-Ray and delegates such as Lauren Bush drew international headlines and fomented a word-of-mouth buzz that could be sustained through social media megaphone that would amplify their efforts for change.