How do we utilize social media tools to broadcast partners at the global stage?
Challenge
Global Citizen is a platform dedicated to the world’s largest movement to end extreme poverty globally. Through this platform, Global Citizens work together to influence government, corporate, and philanthropic leaders around the world to act on issues of climate change, poverty, and inequality. Each year, the organization holds a music festival called Global Citizen Festival, headlined by top artists and attended by global leaders, activists, philanthropists, artists, and more. Global Citizen also attends major global conferences, including the G20 Summit, UN Climate Conference, and Paris Peace Forum, to demand action from current world leaders.
Global Citizen’s corporate and philanthropic partners are key to the success of the organization, and these partners often make their own commitments to end extreme poverty. Previously, partners were primarily highlighted at events and festivals, but the organization lacked a structure to elevate partner commitments and related stories of impact outside of these time-limited opportunities.
Global Citizen asked KMSG to support with:
Creating and leading the Global Citizen Impact Studio pilot initiative, a digital video project designed to amplify partner voices at global events
Crafting messaging, planning, and coordinating media relations for impact thought leadership opportunities
Increasing engagement with GC Executive Twitter accounts
Context
Action & Impact
Global Citizen Impact Studio:
In 2021, Kindred Motes-Caso created, designed, coordinated, and led the Global Citizen Impact Studio at the Global Citizen Festival, G20 Meeting of Heads of State and Government, UN Climate Conference (COP26), and the Paris Peace Forum. The GC Impact Studio is an initiative to provide corporate, policy, and advocacy partners with the opportunity to provide in-depth information about their commitments and support through digital interview-style videos to be shared on social media channels. The Impact Studio brought together world leaders, activists, NGO partners, and philanthropists in backstage, behind-the-scenes short clips that reached more than 10.5 million people on social media. KMSG’s strategies led to some of the most-engaged-with content ever created from a GC Festival.
We conducted interviews with…
World Leaders
Antonio Guterres
United Nations Secretary-General
Amina Mohammed
United Nations Deputy Secretary-General
Mia Mottley
Prime Minister
of Barbados
Martha Delgado Peralta
Mexico’s Deputy Secretary for Multilateral Affairs
Simon Stiell
Grenada’s Climate & Environment Minister
Richard Lochhead
Scottish MP & Minister of Just Transition
Alok Sharma
#COP26 President, British MP, and Minister of State
Chris Coons
U.S. Senator
for Delaware
Ceyla Pazarbasioglu
Director of Strategy, Policy & Review at IMF
Katherine Meighan
Associate VP & General Counsel for IFAD
David Beasley
Executive Director, UN World Food Programme (WFP)
Director, School Feeding Division, WFP
Carmen Burbano
Influencers & Activists
Tan France
Fashion Designer, TV Personality, Entrepeneur
Padma Lakshmi
Writer & Activist
Rev. Lennox Yearwood
CEO of Hip Hop Caucus
Xiye Bastida
Activist
Rachel Brosnahan
Actor
Corporate & NGO Leaders
Tim Mapes
SVP and Chief Marketing & Comms Officer, Delta
Patrick Flynn
Global Head of Sustainability, Salesforce
Jad Daley
CEO of
American Forests
Richard Hatchett
CEO of CEPI
Seth Berkley
CEO of Gavi
What are three words you would use to describe what a Global Citizen is or cares about?
Interviews conducted by KMSG engaging Global Citizens and Global Citizen Prize Winners
Action & Impact
Thought Leadership:
Kindred Motes-Caso assisted with impact thought leadership opportunities by drafting messaging for the UN Global Compact Panel, G20 Summit, White House COVID Summit, UN General Secretariat Event, and University of Essex’s “It’s Now or Never” climate discussion. KMSG provided additional support at these global events, including panel coordination for the Paris Peace Forum, film support and coordination for the White House COVID Summit and the UN General Secretariat Event, and event planning, panel coordination, and media relations support for the University of Essex event. The team also created messaging for Co-Founder Michael Sheldrick’s Twitter account (@MickSheldrick), leading to:
a 1,150% increase in average monthly impressions (1.3M PCM on average in Q4);
a 565% increase in followers in 4.5 months;
31,000 new followers (85% of total followers), and;
Twitter verification.
A Twitter thread on the power the millions of Global Citizens have in advocating for a just society, drafted by KMSG for Michael Sheldrick, reached over 2 million people.
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