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Cannes Lions PR 2014: Claudia Becker, Anna Groos

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Cannes Lions PR 2014: Claudia Becker, Anna Groos

  1. 1. THE GLOBAL HEART MAP
  2. 2. Nevertheless the victims are invisible. HUMAN TRAFFICKING AFFECTS NEARLY EVERY COUNTRY IN THE WORLD. Main Objectives • Spread out the Blue Heart • Remind people that HT is a global issue • Increase contributions • Target younger people • Rejuvenate the campaign
  3. 3. WHO ARE WE TALKING TO? “I am not an activist but I want to do something to make the world a better place.” Maria, 30, Italy “When doing something good I want all my friends to know.”Chris, 18, USA “Human Trafficking is something that happens on TV and not in my community.” Max, 23, Germany Target Group
  4. 4. WE HAVE TO MAKE THE INVISIBLE VISIBLE. The one thing:
  5. 5. Tactic GIVING PEOPLE A POWERFUL TOOL WITH EASY ACCESS TO TAKE ACTION & RAISE THEIR VOICES AGAINST HT.
  6. 6. THE GLOBAL HEART MAP Show your heart to #MakeThemVisible
  7. 7. Interaction - Users show solidarity via Social media using campaign’s # - Each posts = one Blue Heart on the map Information - Stories, facts & case studies by the Blue Heart Campaign will be visualized as red hearts and show the spread of HT Action - Raise donations - Connect informative part to donations with actual help for victims HOW TO ACTIVATE THE CROWD? Execution
  8. 8. KEEP THE HEART BEATING 1. Kick-Off Spreading a video with prominent testimonials as first supporters 2. Storytelling & Media Relations Creating relevant content which is worth spreading by users, media & bloggers 3. Supporting Activities Using existing events & milestones like International HT Day & the annual report to raise on-going awareness
  9. 9. WHAT’S THE MEASURES? KPIs and Resources Relevant KPIs 1. Reach (amount of users and hearts) 2. Media coverage 3. Donations 4. User generated content Resources 1. Financial: programming Map, production of video and multimedia content 2. Personnel: All content will be created by UNODC or users.
  10. 10. THE GLOBAL HEART MAP to make the invisible visible. Human Trafficking is a global issue but millions of victims are invisible. The virtual Global Heart Map gives people a powerful tool with easy access to take action, show solidarity & raise their voices against Human Trafficking. Interactive, informative and with media-relevant stories of survivors and supporters. With direct links to take action. Everything to #MakeThemVisible.

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