a pr communications support for. background human trafficking is a crime and global issue that...
TRANSCRIPT
BACKGROUND• Human Trafficking is a crime and global issue
that affects nearly every country.
• Millions of victims are exploited every year within and across borders.
• It is estimated that 2.4 million people throughout the world are lured into forced labour as a result of human trafficking at any given time (ILO, 2005).
• Women and girls account for about 80% of the detected victims.
• Blue Heart Campaign was launched United Nations Office on Drugs and Crimes to raise awareness, encourage involvement and inspire action to stop human trafficking.
GENDER AND AGE PROFILE OF VICTIMS DETECTED GLOBALLY, 2009
Goal
To rally world public opinion against human
trafficking
Objectives
• Raise awareness of the Blue Heart Campaign
• Increase contribution from public towards
victim support
• Encourage involvement and inspire action to
help stop the crime
Target Audience Primary: Millennials in the age 25-35/40Characteristics: Digitally Inclined, Social Media Savvy, Short Attention Span, seeking fun and excitementSecondary Non-Governmental Organisations, Immigrations Authorities, Media, Private sector, International Organisations
The Campaign Break
Guinness World Record Attempt• The largest gathering of people
aged 25-35 forming a heart shape in blue darts.
• To gain global attention which will be widely leveraged across International and Social Media.
• This is the start of a global viral campaign.
Tactical Considerations
Influencer Relations
Media Relations
Government Relations
Stakeholder Engagement
Social Media
Global Media Teleconference
Traditional Media
PR Tactics• Influencer Relations
- Global Media Partnership with CNN: A Televised Panel Discussion involving the subject matter
experts ; with Christane Amanpour of CNN.
- Entertainment Icon Partnerships: Use Angelique Kidjoe as a voice for the Francophone
Countries where there is high prevalence of this crime
- Use Beyonce Knowles Carter to lend a voice to the Blue Heart Campaign
- Government Relations: Lobbying
• Stakeholder Engagement
Media Relation
• Social Media; Facebook Ads/ Campaign, Twitter Hashtags, Google Web Banner Ads
• Global Media Teleconferencing- Stage Global Media Teleconferencing for key
Influencers and Media anchored by Media Mogul Christiane Amanpour to
• Print: Press Releases, Press Ads
• Radio and Television: Documentaries, Sitcoms, Skits
Cost Estimates of Campaign
Items Estimate RemarksWorld Record Fast Track $700
Facebook Ads $6000 $5 per day * 1200 days
Facebook Campaign 0.00 0
Twitter Hashtag 0.00 0Google Web Banner Ads $1000 $100 per 1000 impressions for 10,000Media Teleconferencing $5000 $100 per user * 50 Participants
Traditional Media $25000
Project Coordination $25000
Total $62,700.00 6months