UN Global Goals 2015

”

68million

aggregated across all initiatives.

7million

viewers for the presentation of World’s Largest Lesson on TV Globo‘s “Esquenta!” programme with Regina Casé.

6million

views of the Porta dos Fundos videos

on YouTube.

14.5million

impressions of digital adverts on online channels including Cadreon, Lance, Outbrain, MSN, UOL, Cybercook and Vila Mulher.

5.5million

views on Facebook and 3.4 million on Instagram of celebrity photos with their favourite goal.

NUMBERS

Top-level estimates* include:

Total reach

Over

Over

Over

Over

Over

*Correct as of 26.10.15

R$7million

in media valuesecured through PR

coverage.

Over

”

NUMBERS

930,000people

reached through Sri Prem Baba’s Facebook

and email activities.

760,000viewers

of the Brazilian Dizzy Goals created

by players from 3 Brazilian football

teams (Palmeiras, Vitória and

Internacional) and members of Porta

dos Fundos.

600,000people

reached for the World’s Largest

Lesson through the Federal Ministry of

Education, São Paulo Municipal

Government, and other NGO partners.

580,000 reached on listens and social media posts related to Radio Everyone.

300,000views

of special articles written related to

the Global Goals on sites including Vice and Update or Die.

people

Top-level estimates* include:

*Correct as of 26.10.15

12reached through Africa’s Hey! campaign

million people

Over

ACTIVATIONSKick-off event at the residence of Oskar Metsavaht (Osklen) in Rio de Janeiro, bringing together 30 Ambassadors in support of the project, from the fields of design, business, arts, fashion, social entrepreneurship, media and entertainment.

The event played an important role in generating early-stage interest amongst partners and building momentum for the project.

REACH: 30 key partners

RIO,OCT 2014

https://vimeo.com/108749807https://vimeo.com/108749807

ACTIVATIONSA series of three films on the Global Goals, created by renowned comedy group Porta dos Fundos and co-produced by Losbragas.

The three goals chosen as the subjects for the films were #5 Gender Equality, #10 Reduced Inequalities and #16 Peace and Justice.

The three films went live on YouTube on different days over the duration of the Project Everyone week.

1.82 million views

2 million views

2.28 million views

45,000 likes

37,800 likes

774 likes

Video 1, YouTube

Video 2, YouTube

Video 3, YouTube

Instagram

FB

Twitter

REACH

https://www.youtube.com/watch?v=NxzUU-cZD1ohttps://www.youtube.com/watch?v=NxzUU-cZD1ohttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=nHcQOY-Rewshttps://www.youtube.com/watch?v=GhPcVaeGkX4https://www.youtube.com/watch?v=GhPcVaeGkX4

ACTIVATIONS_ New Year’s Eve, Rio de Janeiro

The first of two events working together with Action 2015 was focused on raising awareness around the importance of 2015.

In partnership with Rio de Janeiro’s City Hall, we helped to organise for a 15 year old to play John Lennon’s “Imagine” at Copacabana beach on New Year’s Eve.

REACH: 2 million people in attendance and singing along

_ Light The Way event, São Paulo

Communications and coordination support for one of six global events held on the evening before the launch of the Global Goals, with the aim of uniting people around São Paulo, calling on world leaders to light the way for a better future.

REACH: Media coverage, Exact numbers - tbc

EVENTS

https://vimeo.com/116780109https://vimeo.com/116780109https://vimeo.com/116780109

ACTIVATIONSLessons to promote the Global Goals in schools, including an introduction video from Neymar and Dani Alves. With distribution support from the Federal Ministry of Education (Portal do Professor, TV Escola), Encyclopedia Britannica, and a number of leading educational NGOs including Instituto Alana, Centro Ruth Cardoso, Instituto Crescer and Todos pela Educação.

A short presentation of World’s Largest Lesson on “Esquenta!” with Regina Casé on Sunday 27th September gave major exposure to the project on Rede Globo.

“Esquenta!”, Rede Globo, TV

City of São Paulo, emails to teachers

Federal Ministry of Education, emails

Todos pela Educação, FB Posts

Nova Escola, FB Posts

Instituto Ayrton Senna, FB Post and Insta

ONU, WLL video on FB

7 million viewers

REACH (includes)

36,000

20,000

187,000

178,000

74,000

39,000 views

https://www.youtube.com/watch?v=QGSOsYpyGWIhttps://www.youtube.com/watch?v=QGSOsYpyGWIhttps://vimeo.com/140934942https://vimeo.com/140934942

ACTIVATIONSAn event focused on raising of the flag for Global Goal 10, hosted by Brazil, which took place at Afro Reggae’s HQ in Rio de Janeiro with Porta dos Fundos member, Fábio Porchat, together with children from the community.

REACH: Large media coverage, Exact numbers - tbc

AFROREGGAE

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MODA

NOSSA EQUIPE SE JOGOU NUM ACAMPAMENTO

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REPORTAGEM

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28 ANOS, UMA GAÚCHA SOLTA

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QUAIS SÃO AS SAÍDAS PARA UM MUNDO

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ESPECIAL

UTOPIA17 METAS APONTADAS PELA ONU PARA SALVAR VOCÊ E MAIS 7 BILHÕES DE PESSOAS, COMEÇANDO PELOS 5 CABEÇAS DO PORTA DOS FUNDOS

ONDAS ARTIFICIAIS (BOAS) JÁ SÃO REALIDADE. SURF TODO DIA OU O FIM DA MAGIA DO ESPORTE? O SUÍÇO-BAIANO QUE CRIOU UMA AGRICULTURA EFICIENTE E LIVRE DE VENENOSNÚMERO 247 R$ 11,90 € 3,50

E VOCÊ? QUAL É SUA UTOPIA

PARTICULAR?

A ONU ELABOROU 17 METAS

PARA SALVAR O PLANETA E SEUS HABITANTES.

(ESCREVA A SUA META PESSOAL E COMPARTILHE COM #UTOPIATRIP – SONHO QUE SE SONHA JUNTO É REALIDADE)

SUA FOTO

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ACTIVATIONS_ Trip Magazine Special Edition

The September editions of Trip and TPM magazines were dedicated entirely to the Global Goals.

With different covers, the first featured Porta dos Fundos in army uniform. The article inside goes into detail about all the goals and includes a section on why they selected Reduced Inequalities, Gender Equality and Peace and Justice to focus on in their three films. The second cover asks readers to nominate an 18th goal.

Keeping the Global them running throughout the edition, all the other articles are “stamped” with the goals, showing which ones each article relates to.

REACH: Print magazines - 65,000 readers

TRIP

ACTIVATIONS_ Project Everyone Launch Event

An event completed in collaboration with Trip Transformadores (an annual award for outstanding individuals) held at the São Paulo Museum of Modern Art.

Lourenço Bustani from Mandalah introduced the goals and outlined their importance both for Brazil and globally.

REACH: 300 social/cultural leaders and shapers

https://vimeo.com/141101587https://vimeo.com/141101587https://vimeo.com/141101587

ACTIVATIONSShows curated by Gilberto Gil (30 minutes), Lenine (60 minutes) and Criolo (60 minutes), in which they select a number of tracks that have inspired them and impacted on their lives.

RADIO

734 listens260,000

MixcloudFB post

REACH

Gilberto Gil

6,700 listens277,000

MixcloudFB post

Criolo

954 listens297,000

MixcloudFB post

Lenine

https://www.mixcloud.com/globalgoals/lenine-show/https://www.mixcloud.com/globalgoals/lenine-show/https://www.mixcloud.com/globalgoals/criolo-show/https://www.mixcloud.com/globalgoals/criolo-show/https://www.mixcloud.com/globalgoals/gilberto-gil-show/https://www.mixcloud.com/globalgoals/gilberto-gil-show/

AFRICAACTIVATIONSUnique advertising campaign for Brazil, created by Africa, one of the leading agencies in the country.

Full 360 campaign running across digital, TV, print, online and outdoor.

Creative based on a series of open mouths screaming “Hey!” designed by different artists, including Norte (Marmota vs Milk, Mathiole, Fernando Volken) and Estúdio Colletivo.

14.5 million impressions for digital adverts

3.49 million viewers

1.89 million viewers

874,000 readers

268,000 viewers

Online

Pay TV

Outdoor

Print

Cinema

REACH

ACTIVATIONSPublic relations team, led by Fernanda Thompson, dedicated to making Project Everyone and all its initiatives achieve the widest possible reach in the Brazilian media.

REACH: 20.5 million in total across print and online

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DIZZY GOALS

ACTIVATIONSViral videos created by Brazilian football teams Palmeiras, Internacional and Vitória, as well as comedy group Porta dos Fundos.

Leading sports channel ESPN showed the videos on its site.

83,000 views

70,000 views

70,000 views

350,000 views

tbc

Palmeiras, Youtube

Vitória, Youtube

Internacional, Youtube

Porta dos fundos, Youtube

ESPN

REACH

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o.com/sportv/premiere-clubes/v/clube-tv-tv-inter-ep46/4505268/http://globotv.globo.com/sportv/premiere-clubes/v/clube-tv-tv-inter-ep46/4505268/http://globotv.globo.com/sportv/premiere-clubes/v/clube-tv-tv-inter-ep46/4505268/http://globotv.globo.com/sportv/premiere-clubes/v/clube-tv-tv-inter-ep46/4505268/http://globotv.globo.com/sportv/premiere-clubes/v/clube-tv-tv-inter-ep46/4505268/http://globotv.globo.com/sportv/premiere-clubes/v/clube-tv-tv-inter-ep46/4505268/

WE THEPEOPLE

ACTIVATIONSA diverse selection of top talent from Brazil secured to participate in the We The People crowdsourced video, including Wagner Moura, Alice Braga, Rodrigo Santoro, Thiaghuinho, Luciano Huck and Marina Silva.

REACH: Over 570,000 views on YouTube globally

https://www.youtube.com/watch?v=RpqVmvMCmp0https://www.youtube.com/watch?v=RpqVmvMCmp0https://www.youtube.com/watch?v=RpqVmvMCmp0https://globalgoals.wiredrive.com/present-project-detail/token/f27a5b40fe843d444c8134adf2550d4bhttps://globalgoals.wiredrive.com/present-project-detail/token/f27a5b40fe843d444c8134adf2550d4bhttps://globalgoals.wiredrive.com/present-project-detail/token/f27a5b40fe843d444c8134adf2550d4b

ACTIVATIONSBrazilian spiritual guru Sri Prem Baba created 17 Flowers of the Day, each one linked to one of 17 Global Goals. Each Flower was posted by email, FB and throughout his networks, and contained a thought or provocation for self-awareness or spiritual growth.

Also, Sri Prem Baba held organised prayer sessions in Alto Paraíso, Goiás, including a 24 hour mantra dedicated to the goals.

86,000

843,300

Emails

FB Posts & Other Platforms

REACH

YUNUS SOCIAL BUSINESS

ACTIVATIONSA wide series of initiatives focused on both engagement through Brazilian universities and the social innovation sector, involving Yunus’ extensive networks in both areas.

The university outreach was run in association with AISEC, a global NGO that promotes youth leadership.

REACH: tbc

VICEACTIVATIONS17 articles written across Vice media channels (Noise, Thump, Motherboard, Creator’s Project) focused on Goal 10 - Reduced Inequalities.

Vice applied its unique lens to the Global Goals, generating stories designed to raise critical awareness of these issues.

REACH: Online - 105,000 readers

http://www.vice.com/pt_br/series/metas-onu-reducao-desigualdadeshttp://www.vice.com/pt_br/series/metas-onu-reducao-desigualdadeshttp://www.vice.com/pt_br/series/metas-onu-reducao-desigualdadeshttp://www.vice.com/pt_br/series/metas-onu-reducao-desigualdadeshttp://www.vice.com/pt_br/series/metas-onu-reducao-desigualdadeshttp://www.vice.com/pt_br/series/metas-onu-reducao-desigualdadeshttp://www.vice.com/pt_br/series/metas-onu-reducao-desigualdadeshttp://www.vice.com/pt_br/series/metas-onu-reducao-desigualdadeshttp://www.vice.com/pt_br/series/metas-onu-reducao-desigualdadeshttp://www.vice.com/pt_br/series/metas-onu-reducao-desigualdadeshttp://www.vice.com/pt_br/series/metas-onu-reducao-desigualdades

SEEDINGACTIVATIONSWorking with Cubo CC (part of Flag creative holding group), Fernanda Thompson’s PR team, and Losbragas, talent outreach to a wide and diverse group of high-profile individuals, including Thiaguinho, Astrid Fontenelle, Marco Pigossi, Luis Lobianco, Rita Lobo, Fabiula Nascimento, Fly Band, Sabrina Sato and Bela Gil.

The activation of the person holding up their favourite goal worked as a simple and effective communication on social media, securing a very high reach.

3.47 million

5.5 million

Instagram posts

FB Posts

REACH

THANK YOU FOR MAKING THIS POSSIBLE!

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