Background The International Coalition of Inclusive and Sustainable Cities (ICCAR) by UNESCO is a network of cities in order to fight racism, discrimination, xenophobia and exclusion in daily life. They needed a campaign to engage people on the on-going and far-to-be-over fight against inequality. No other date could be a better fit than March 21st, the International Day for the Elimination of Racial Discrimination. The main goal was to send a strong message with very low budget. Which meant to be extremely mobile-friendly. Describe the creative idea UNESCO ICCAR recruited chess influencers Magnus Carlsen and Anish Giri to do a symbolic game with one rule broken: instead of starting with white, they started with black. Describe the strategy The campaign was made to provoke, at first, the international chess community. The touching points were carefully chosen to amplify the message in the expected way - via social media, one of the biggest chess apps in the world, and a live stream on Twitch. All these tools would eventually make the movement break the barriers of the chess community and go bigger, since organic shares could make the message reach out for people who are not related to the sport but that were still sensitive for the topic. Describe the execution It all started on Magnus Carlsen’s and Anish Giri’s Social Media. They posted a video featuring them breaking the rule and treating chess as a metaphor for life. Enough to generate plenty of discussion under the hashtag #moveforequality on social media. Users found more information on www.moveforequality.com, while also on PlayMagnus, one of the biggest chess apps, users around the world could play with black starting. A 12-hour live stream featured other professional players competing with random users with black starting. Inspired by the message and engaged by the subject, more and more people on Facebook, Twitter, Instagram and international media shared our message. Within 24 hours the posts already gathered over one thousand shares. Increased by reporting of international media. List the results • Over 500k views within a week. • 31 Million people impacted. • 8,8 Million US$ in earned media. • 211 international media reports. And counting. • 1 black pawn requested to be displayed permanently at Amsterdam’s Max Euwe Chess Museum as the instrument of “a historic move for chess”.
With politicians, organizations and governments seeking to manipulate the news for their own agenda, the media landscape has become increasingly fragmented. What we need now more than ever is empathy for those with whom we might disagree with.
Outcome 92% of people chose to donate when settling their bill.100+ coverage by online news and blogs.21% increase in individual donations from previous year. Campaign Description Introducing 'Donate Your Signature', to let you experience the frustration of illiterate people for yourself by creating ‘unwritable’ receipts out of special paper that repels ink so it could not be signed.For most people in developed countries, it's difficult to empathize with the frustration of not being able to read or write. These abilities are so ingrained within them, they seldom consciously consider the problem. Especially in Japan a country where 99% of people are literate. So we offer the ‘real’ frustration in order to raise awareness and donation against the global illiteracy. Strategy Targets audience is all literate people in Japan, especially people who have higher literacy as 'literate' influencers (e.g. writers, editors, etc).As we needed to highlight the moments of being illiterate, we created a simple solution related to an occasion where they write something without thinking, when they sign for their credit card payments. Synopsis There are 781 million illiterate people worldwide who cannot even write their own names. That's 1 out of every 6 people on earth. Illiteracy prevents upward social mobility and keeps generation after generation trapped in poverty. How can UNESCO NGO Japan raise awareness and donation for this problem which is difficult to feel ‘real’? Execution We created 'unwritable' receipts out of special paper that repels ink so it could not be signed. On the back of the receipt, your signature appears with the message to evoke donations; ‘Would you like to donate ¥500(=about 5 dollars) to improve the literacy of people who cannot even write their name?’Customers could then tick a box and this donation would be added to their bill. And to make this idea even more powerful, we partnered with the renowned ‘Literacy Bar’ for aficionados of all forms of writing to congregate. Relevancy This work turns personal receipts into activation mass media to improve the global problem, ‘illiteracy in developing countries’.