ONE YOUNG WORLD by Euro Rscg New York for Euro RSCG

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ONE YOUNG WORLD

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Industry 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: Corporate Responsibility
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)
Designer: Matthew Bell (Conran Design Group)
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)
Country Assistant: Michael Caplen (One Young World)
Web Developer: Rob Jones (One Young World)
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 2009
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; Consumers expect businesses to be clear on what they stand for besides just profit. This is our advice to all our clients. 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 current global leaders. But they had no platform. They had no voice. Advertising agency EURO RSCG reached out to its offices in more than 70 countries around the world and mobilized its clients, partners and the wider business community to engage more than 180 of the world’s leading corporations to identify amongst their youth the most talented, driven and promising representatives of their core business values. 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' The Inaugural Summit held in London in February of this year brought together almost 1000 young people from around the world and connected them with leaders of socially oriented businesses and other established stakeholders from every sector . No small feat in 2009-2010’s challenging economic climate.
The Goal
To recruit a globally and socially representative body of Delegates and current global leaders to attend the summitTo use the summit as a platform to make their voices heard and respectedThe Target Audience consisted of global millennials, socially conscious businesses interested in assisting these young people and other institutions concerned with shaping a more positive future.A global poll of 15, 844 people aged 18 to 27 from over 34 countries in every region revealed that this generation feels global business can play the greatest role in shaping positive change.
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 7,533 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 were launched to start delegate recruitment, this was followed by a YouTube competition to help drive interest . The global research project run by YouGovStone and authorized by Oxford University and the United Nations resulted in six resolutions, voted on at One Young World.The 3 day Summit was attended by several 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
One Young World is an on and offline movement designed to give global youth the platform they need to make their often-neglected opinions and actions recognised. It drives for social change across sectors by connecting the leaders of tomorrow with the current leaders of global business and other sectors.A campaign was required to promote the Inaugural Summit - an event held in London in February 2010 that would connect these groups so that 'corporate social responsibility' could take on a new meaning by focusing on the needs of the generation that would be inheriting the decisions being made today.
The Strategy
The campaign strategy centred on simultaneously establishing credibility for One Young World through global business and consumer press and driving recruitment and sponsorship through an aggressive social media outreach programme that engaged with young people already acting as leaders in their communities and either helping them secure their own sponsorship or matching them with sponsors from the world's business elite who believed in what they stood for. By sending Delegates to the Summit as their ambassadors, businesses shared and secured their vision of the future.At the summit, the focus shifted to accelerating media attention and interaction with theDelegates and Counsellors attending and solidifying One Young World as the platform it setout to be. Socially conscious businesses such as Burt's Bees, Conqueror, Zero EmissionsPlatform, Opec Fund For International Development and British Telecom opened a dialoguewith delegates that considered the role of business in shaping society.