Beyonce, Droga5 & RSA For World Humanitarian Day
Droga5’s campaign for the UN’s World Humanitarian Day has reached over one billion people following the release of I Was Here – Beyonce’s latest single and WHD 2012 anthem.
The campaign, which launched 2 August, asked people around the world to pledge to help another person on World Humanitarian Day. The campaign numbers soared following the release of the ‘I Was Here’ music video by Beyoncé on 18 August, whose support for the cause, alongside other major brands and celebrities, put this campaign on the global stage.
“There are seven billion people in the world and we reached hundreds of millions of them with our message. People really care,” said Valerie Amos, United Nations Under-Secretary-General for Humanitarian Affairs.
At 9 am (Eastern Standard Time) on 19 August more than one billion messages were shared at the same time: “This World Humanitarian Day I’m doing something good, somewhere, for someone else. Join Me!” Upon navigating to www.whd-iwashere.org, people can now mark their good deed on a global interactive map.
“Thanks to the amazing work of Beyoncé and our partners, we now have a global commitment to humanitarian action. The message of people helping people is universal. Making your mark and saying "I Was Here" resonates powerfully with people all over the world.” said Ms. Amos.
For UN Ambassador Beyoncé the project was a chance to make a difference and to encourage others to follow suit. “I feel like we all want to know that our life meant something and that we did something for someone else. That we spread positivity no matter how big or how small,” said Beyoncé in the lead up to World Humanitarian Day.
In 2008, the United Nations General Assembly designated 19 August World Humanitarian Day to raise awareness of humanitarian action. The event recognises people who risk their lives to help people in need and marks the day when 22 humanitarians lost their lives in an attack on the UN offices in Baghdad.
"World Humanitarian Day honours the many fallen aid workers we mourn today, and celebrates the efforts of others who carry on their noble mission," said the UN Secretary-General Ban Kimoon.
The success of this campaign would not have been possible without the partnerships with advertising agency Droga5, Parkwood Entertainment, Sony Music Entertainment, production company Ridley Scott & Associates, directors Kenzo Digital and Sophie Muller, MTV, Toshiba, and especially the humanitarian community and people around the world.
“This campaign for World Humanitarian Day was an amazing collaboration between people all over the world,” said David Droga, Founder and Creative Chairman, Droga5. “At first, a billion may have seemed too ambitious, but ‘good’ is an uncanny motivation.”
The World Humanitarian Day 2012 campaign was powered by a new technology platform called Thunderclap that aggregated the social reach of each campaign supporter.
Thunderclap tallied the number of friends supporters had on Facebook and/or the number of followers they had on Twitter to determine each individual’s social reach and added it to the total. For celebrities and big brands, the number of likes each had on their Facebook fan pages were substituted for number of friends. The Twitter calculation did not change. In China, social reach was calculated based on the number of each supporter’s Weibo followers.
INTEGRATED CREDITS
CLIENT: UNITED NATIONS
CAMPAIGN: WORLD HUMANITARIAN DAY 2012
TITLE: I WAS HERE
LAUNCH DATE: AUGUST 2, 2012
AGENCY: DROGA5 SYDNEY / NEW YORK
CREATIVE CHAIRMEN: DAVID DROGA (NY) / DAVID NOBAY (SYD)
CEO: ANDREW ESSEX (NY) / SUDEEP GOHIL (SYD)
EXECUTIVE CREATIVE DIRECTORS: DUNCAN MARSHALL (SYD) / NIK STUDZINSKI (NY)
CREATIVE DIRECTOR: ANDY FERGUSSON (SYD)
HEAD OF INTEGRATED PRODUCTION: SALLY-ANN DALE (NY)
EXECUTIVE DIGITAL PRODUCER: LINDSEY SLABY (NY)
SENIOR BROADCAST AND EVENT PRODUCER: SARA FLOOD (NY)
PRODUCTION ASSISTANT: ROBERT OHMAN (NY)
WEBSITE DEVELOPER: ASA WILLIAMS
EXECUTIVE STRATEGY DIRECTOR: JUSTIN GRAHAM (SYD)
STRATEGIST: MATT LANGLER (SYD)
PARTNERSHIP STRATEGIST: KEITH RODGER (SYD)
GROUP BUSINESS DIRECTOR: NAREN SANGHRAJKA (SYD)
BUSINESS DIRECTOR: LUCY CROOK (SYD)
BUSINESS MANGER: KRISTIE DAGG (SYD)
COMMUNICATIONS DIRECTOR: MAURA MCGREEVY (NY)
HEAD OF ANALYTICAL STRATEGY: BECKY WANG (NY)
SENIOR ANALYST: SKYLAR STEWARD
CLIENT: UNITED NATIONS
UNDER-SECRETARY GENERAL OF HUMANITARIAN AFFAIRS: VALERIE AMOS
HEAD, FILM AND SPECIAL PROJECTS: DAVID OHANA
PRODUCERS, FILM AND SPECIAL PROJECTS: DAVID GOUGH / NICOLE LAWRENCE
CHIEF, COMMS AND INFO SERVICES BRANCH: MARIE OKABE
CHIEF OF COMMS SERVICES SECTION: DERK SEGAAR
PRODUCT DEVELOPMENT STUDIO: DE-DE
CEO: HASHEM BAJWA
DIRECTOR OF ENGINEERING: DAVID CASCINO
DESIGNER: KATHRIN LASER / MATT WU
DEVELOPER: GARLAND DAVIS
PRODUCTION: RIDLEY SCOTT & ASSOCIATES (RSA)
DIRECTORS: KENZO DIGITAL / SOPHIE MULLER
DOP: PAUL LAUFER
EXECUTIVE PRODUCER: TRACIE NORFLEET
PRODUCER: SCOTT ROBINSON
EVENT PROJECTION: SUPERUBER
EVENT STAGING: SHOW COBRA
ANIMATION: DIRT EMPIRE
CREATIVE DIRECTOR: NICHOLAS RUBIN
EDITORIAL: FINAL CUT
EDITOR: JD SMYTH
PRODUCER: LAUREN CANCELOSI
POST PRODUCTION: NICE SHOES
PRODUCER: JEN CADIC
MUSIC / TITLE: SONY / “I WAS HERE”
PERFORMER: BEYONCÉ KNOWLES
SONGWRITER: DIANE WARREN
SOUND DESIGN AUDIO: ENGINE
SOUND DESIGNER: ERIC HOFFMAN
CAMPAIGN PARTNER: PARKWOOD ENTERTAINMENT
MANAGEMENT: LEE ANNE CALLAHAN / JIM SABEY
PRODUCER: BILL KIRSTEIN
DIRECTOR: ED BURKE
DESIGN DIRECTION: MATTHEW DANIEL SISKIN
PUBLIC RELATIONS: SUNSHINE SACHS / PULSE PR / YVETTE NOEL-SCHURE / CARL FYSH / CAROLINA ALDUEY
MEDIA TRACKING: WE ARE SOCIAL
