Greening tower-deck v1
-
Upload
dustin-ryen -
Category
Documents
-
view
44 -
download
0
Transcript of Greening tower-deck v1
Empowering Change
Presented by Greening Tower of Pisa
1. The UN’s Challenge 2. Understanding Today’s Youth 3. Igniting Change
4. Activation
Agenda
The brief:
• Direct communication
• Inspiration and long-term engagement
• Recruitment
• Empowered voices of all ages
Digital Agency innovation Camp 2014 | Greening Tower of Pisa | 3
The UN’s Challenge
The UN is not connected to today’s
youth.
Understanding Today’s Youth
There’s an opening in our challenge:
93% of teens want to volunteer
Source: http://www.huffingtonpost.com/2012/10/27/teens-volunteering-new-da_n_2025240.html#slide=1691915; Mintel “Marketing to Kids and Tweens” – US- May 2014; Philanthropy.com/article/half-of-american-teenagers/135278/
What motivates them:
1. Get public, social recognition2. Relevant connection to their lives3. Part of a movement to drive change4. Gain resume building experiences
Source: http://www.huffingtonpost.com/2012/10/27/teens-volunteering-new-da_n_2025240.html#slide=1691915; Mintel “Marketing to Kids and Tweens” – US- May 2014; Philanthropy.com/article/half-of-american-teenagers/135278/
Our real assignment:
• Help kids engage with UN in a meaningful & relevant way
• Make international connections personal and instantaneous
• Reward kids for doing good both socially and professionally
• Utilize educational infrastructures for activation
Digital Agency innovation Camp 2014 | Greening Tower of Pisa | 10
Igniting Change
Personal Connection
Personal Connection
Facilitation
Facilitation
Personal Connection
Facilitation
Facilitation
My village needs a well
My house was destroyed by Sandy
Issues
Personal Connection
Facilitation
Facilitation
My village needs a well
My house was destroyed by Sandy
Fundraising
Issues
Personal Connection
Facilitation
Facilitation
My village needs a well
My house was destroyed by Sandy
Fundraising
Vs.
CompetitionLocal and International
Schools
Partnership with Companies
Gamification
Issues
Schools
Personal Connection
Fundraising
Vs.
CompetitionLocal and International
Schools
Facilitation
FacilitationPartnership with Companies
Feel Good
Gamification
Social Amplification
Resume Booster
My village needs a well
My house was destroyed by Sandy
Issues
Schools
Kids create projects to help other kids
Kids can directly communicate with the people they are helping
Get social and professional recognition
Activation
Initiation Phase: School Outreach
1. Direct Mail.2. Email.3. Mobile.
Leverage Model UN Veteran Chelsea Clinton
Activation Phase: Kid Outreach
1. Endemic Reach.2. Social Media.3. Mobile.
Connect with teens through trusted channels.
Tap into a community of cause-minded, passionate teens.
Launch KPI Budget
UN Unified Application App Adoption RateActive User Base# of Projects
$100,000
Social Amplification Facebook Likes, SharesTwitter Followers, Retweets
$75,000
School Outreach School Adoption Rate $48,000
Media Partnerships Delivered Traffic RateSign-Ups
$277,000
UNified Partnership Recap
Digital Agency innovation Camp 2014 | Greening Tower of Pisa | 30
It boils down to 3 main points…
1. Relevance2. Empowerment3. Connectivity