ACTION/2015

[Agency: Havas PR Global Collective]

Challenge: This yearlong campaign mobilized a coalition of more than 2,200 organizations from around the world and provided specific and meaningful ways for everyone everywhere to get involved in influencing the outcomes of global debates on issues such as poverty, inequality and climate change. action/2015 needed ambitious media outreach to bring it to the attention of top journalists and to inspire widespread, on-message coverage that would drive unprecedented global participation.

Actions: For the launch on Jan. 15, 2015, we provided global media relations support and assistance in 10 key countries—Bangladesh, Brazil, India, Indonesia, Kenya, Nicaragua, Nigeria, Senegal, South Africa and Uganda—and secured one-on-one press interviews. And when we included a quote by Malala Yousafzai in our press release, the Nobel Peace Prize laureate/media darling became indelibly associated with action/2015. Our agencies organized two key events in New York and London, inviting members of the press to learn about this new and powerful movement. In New York, when UN Secretary-General Ban Ki-moon met with a dozen 15-year-olds to discuss why we needed global action in 2015, we ensured that top-tier global media outlets were there to witness it. Throughout the year, we helped support and generate coverage for the Financing for Development Conference, the Global Day of Action and the Global Climate March.

Results: More than 32 million actions were taken in 157 countries as part of action/2015. The campaign reached millions more online and earned thousands of pieces of multi-language, international media coverage. For the launch, Havas PR helped secure 1.6 billion impressions through coverage in 600-plus outlets in more than 60 countries. And our outreach in conjunction with the Financing for Development Conference yielded media activity and engagement in more than 50 countries. On the Global Day of Action, the coverage we generated in Kenya and New York City helped action/2015 assemble 4,000 people for a rally and cultural show near the African Union while an additional 4,000 people met in New York. Our work supporting the Global Climate March contributed to coverage that reached millions of people and included the message that the core issues of our time—poverty, inequality and climate change—are interlinked.

The 7.5 billion total media impressions Havas PR helped generate for action/2015 drove home the message that the Sustainable Development Goals are the people’s goals and agreements. We have only just begun to turn the commitments made in 2015 from a piece of paper into a reality for millions around the world.