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O SlideShare utiliza cookies para otimizar a funcionalidade e o desempenho do site, assim como para apresentar publicidade mais relevante aos nossos usuários. Se você continuar a utilizar o site, você aceita o uso de cookies. Leia nossa Política de Privacidade e nosso Contrato do Usuário para obter mais detalhes.
We thought about some consumer insights to make clear how the target audience is thinking:
+ they want the world to be a better place + when doing something good they want their friends to know + the issue of human trafficking is not part of their world
For Maria, Chris and Max, the victims are invisible.
So we have to make the invisible visible.
How the map actually works: It contains three main attributes: In the interactive part users post suppotive messages, videos, pictures via Facebook, Twitter & Instagram using the hashtag #makethemvisible Those posts become visible as blue hearts on the map enriched with this user generated content. Also the UNODC contributes information about Human Trafficking such as stories, facts and case studies. They appear as red hearts on the map.
Of course we want to raise donations so we connect the informative parts with the possibility to easily help victims.
Of course we need to keep the heart beating and activate user for a long term. We also have to make the map media relevant. We will start with a video featuring a prominent testimonial informing about the invisibility of victims. Also the testimonial will be one of our first supporters on the map. UNODC will create touching and informing content about survivors which is worth spreading by users, media and bloggers. Also we will use existing events and milestones and connect them to the map to raise on-going awareness.
Cannes Lions PR 2014: Claudia Becker, Anna Groos
Nevertheless the victims are invisible.
HUMAN TRAFFICKING AFFECTS NEARLY
EVERY COUNTRY IN THE WORLD.
• Spread out the Blue Heart
• Remind people that HT is a global issue
• Increase contributions
• Target younger people
• Rejuvenate the campaign
WHO ARE WE
“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
WE HAVE TO
The one thing:
GIVING PEOPLE A POWERFUL TOOL WITH
EASY ACCESS TO TAKE ACTION & RAISE
THEIR VOICES AGAINST HT.
Show your heart to #MakeThemVisible
- Users show solidarity via Social media using campaign’s #
- Each posts = one Blue Heart on the map
- Stories, facts & case studies by the Blue
Heart Campaign will be visualized as
red hearts and show the spread of HT
- Raise donations
- Connect informative part to donations
with actual help for victims
HOW TO ACTIVATE
KEEP THE HEART
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
KPIs and Resources
1. Reach (amount of users and hearts)
2. Media coverage
4. User generated content
1. Financial: programming Map,
production of video and
2. Personnel: All content will be
created by UNODC or users.
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
Everything to #MakeThemVisible.