United Nations Foundation
Rio+Social
7 Million people reached on Facebook / 150 Million reached on Twitter / Worldwide coverage from 15 media outlets / 8 minutes appearance on BBC / hundreds of celebrities supported / trending topic worldwide /
7 Million people reached on Facebook / 150 Million reached on Twitter / Worldwide coverage from 15 media outlets / 8 minutes appearance on BBC / hundreds of celebrities supported / trending topic worldwide /
We gave people on twitter a voice louder than the politicians inside a closed room talking about our future at Rio+20.
A parallel event in partnership with UN Foundation and Rio+20, Rio+Social reached millions of people worldwide and had the support of global leaders.
We created a live event to discuss on social media what was being said inside closed doors by global leaders. To give voice to those who want to change the world for the better. A joint initiative of the UN Foundation, Mashable, 92nd Street Y, Ericsson, EDP and Planeta Sustentável. On the day before, we started a Swarm Attack with 140 digital influencers on twitter to trend the hashtag and call people's attention to the event. It worked.
8 Minutes
on BBC
We pointed media cameras direct at the summit being held outside the Rio+20. We showed the world the other face of global change: the people’s. On the event day alone, thousands of people watched the live transmission through a Facebook App (yeah, on 2012 we had those) and through the whole live tweeting. 7 Million people reached on Facebook and 150 Million on Twitter.
Worldwide coverage from 15 media vehicles (including the 8 minutes appearance on BBC), hundreds of celebrities supported and our main hashtag was a trending topic worldwide. Enough pressure to infiltrate on the main conference.
We also transformed all these tweets with the hashtag #rioplusocial into collaborative and crowdsourced 6minute speech that was presented by Severn Suzuki at the event.
The same girl that gave the mind-blowing speech at Rio92 and called the world’s attention to the planet cause.
My Contribution
Concept, Art Direction
Contributors
Creative VP: Mauro Silva, Keke Toledo
Concept: Mauro Silva, Keke Toledo, Júlia Duarte
Art Director: André Pauletti, Vladimir Figueiredo
Copywriter: Keke Toledo, Júlia Duarte
Illustration: Viti Grosman via Norte
Agency: ℓiⱴε (formerly LiveAD) (São Paulo)
Year: 2012