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

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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

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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

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It boils down to 3 main points…

1. Relevance2. Empowerment3. Connectivity