A digital world – The impact on Media and Communications

Speaker

Fernando Rodés VilàChief Executive Officer of Havas

"Our world. Your move."

A global campaign by the Red Cross Red Crescent

Movement

WHO WE ARE• The International Committee of the Red Cross

(ICRC) is a Swiss-based humanitarian

organization

• providing assistance and protection to people

affected by war

WHAT WE DO

• Protect civilians not taking part in hostilities

• Visit prisoners of war

• Transmit messages & reunite separated families

• Help find missing persons

• Provide urgently needed food, safe water, shelter, basic healthcare

WHERE WE WORK

Delegations in over 80 countries

Activities in some 90 countries

Over 12,000 employees

NATIONAL RC ICRC

OUR PARTNERS

FEDERATION

Our world. Your move.Campaign 2009

"All can, in one way or

another, each in his own

sphere and within his

own limitations, do

something to help the

good work forward."

Henry Dunant,

A Memory of Solferino

40'000 wounded and dead

Simple Gestures

Campaign Viral Film

Campaign

Evaluation

• 3 campaign objectives

– strategy, tools and

activities

– methodology

– key findings

– lessons learned

1. Campaign objective (external)

– to highlight today's humanitarian challenges and show the long-lasting impact of conflict on civilians

1.1 Campaign strategy, activities & tools

– Content: focus on 8 contexts (e.g. Afghanistan, Haiti, Colombia, Liberia, etc)

– Research

– Photos – world renowned photographers

– Media

– Key dates, events

– Range of communication materials (online & offline)

Campaign Evaluation

1.2 Methodology

-monitoring of media visibility (Factiva, Kantar Media, Lexis Nexis)

- media analysis

- Interviews with key media representatives

- surveys through which levels of awareness are assessed (campaign audiences)

1.3 Key findings

- significant media coverage on global & local scale

- reached over 100 million persons globally

Campaign Evaluation

• Media coverage was found to be highest on key dates… but messages

went beyond anniversaries

1.4 Key Lessons Learned

– media coverage

• focus = substance due to rich content (research data,

a/v, photos, etc)

– exposure to campaign raised awareness but did not

necessarily translate

into a deep understanding

of campaigns messages

• too many, too complex?

Campaign Evaluation

2. Campaign objective (external)

– to use campaign as opportunity to strengthen ICRC's

ability to exploit new media and to engage/mobilize

the general public

2.1 Campaign strategy, activities & tools

– Interactive web portal

Campaign Evaluation

Campaign portal

Social Networking

Campaign Evaluation2.2 Methodology

- online panel of internet users

- survey of persons registered on web portal

- analysis of comments on web portal

- analysis of web metrics data

2.3 Key findings

- ICRC developed better understanding of social media / new technologies

- campaign was very successful in motivating hundreds of thousands of people to take online action

100,000 moves made

9,000 fans on Facebook fan page

Campaign Evaluation2.4 Key Lessons Learned

– Importance new media for future

communication

• new audiences – 10% of

Facebook fans from Indonesia

– Online action:

minimum engagement

behaviour change

• for future use fundraising as

central "ask"?

Campaign Evaluation3 Campaign objective (internal)

– to strengthen partnerships within the Red Cross

Movement and launch a joint campaign with global

participation

3.1 Campaign strategy, activities & tools

– Common slogan / visual / single overall message

– Adaptable communication tools provided

– Regular internal info / updates

– Joint events

3.2 Methodology

- surveys

- analysis of global table of campaign activities / events

- in-depth interviews

3.3 Key findings

- campaign very successful in forging partnerships within the Movement

- National Societies great relays for campaign messages

- 70% of NS participated

- over 311 activities globally

- more than 121 countries

Campaign Evaluation

Campaign Evaluation

3.3 Key findings (contd)

- Youth mobilised through campaign

- 13,000 people gathered in Solferino to demonstrate support

- increased motivation

- volunteerism

» 50% of NS believed that had increased volunteers

» almost half portal users surveyed had been inspired to volunteer

Conclusion

global nature of campaign, difficult to canvass all

audiences reached

multitude of partners & needs added complexity

no one size fits all

modular approach

too many messages, tools and dates?

campaign evaluation provided ICRC with

understanding of products and activities which worked

and which didn't

key findings & lessons for future campaigns