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Global Citizen Festival

The Global Poverty Project's goal is to bring awareness to all of humanity about the need to end extreme poverty on a global level. I joined them at the beginning of their very first music festival held in New York City’s Central Park. Their musical festivals and activism continue around the world today. With this being the first-ever event of its kind, there was a lot to learn -- starting with how to decide who got to attend a free concert with some of the biggest names in music.

all the pieces

  • Transform the app from hosting a few articles to a robust platform capable of scaling, tracking, and activating

  • Create the branding for the festival and the parent organization

  • Create a billboard campaign for the organization that was putting on the festival

  • Create compelling materials (print & digital) to secure donor participation

  • Create all content for the social campaign leading up to, during, and after the festival

GLOBAL CITIZEN// APP REDESIGN

Get users to take action! Users needed to be educated and encouraged to get involved with awareness campaigns that focused on helping to end extreme global poverty. The app contains a large amount of content meant to be accessed from any point during the UX flow with as few steps as possible to allow quick transitions between task flows. I redevelop the information architecture to integrate side navigation for increased visibility of all action items.

 

GLOBAL CITIZEN// BILLBOARDS

I created a billboard campaign for New York City that would stand out amongst the noise. Several of the billboards were strategically placed around the city and in Times Square in both print format and digital. Due to the short window of opportunity to catch the city’s attention we needed to be bold.

 

GLOBAL CITIZEN FESTIVAL// DECK

Recreate the GPPs (Global Poverty Project) general informational deck for a high-profile event. The purpose of the deck was to gain high-level sponsorship of over one million dollars from each donor. In order to better distribute a large amount of information while keeping a clean design aesthetic I was able to deliver a 12-page deck that also helped create an actual brand. There were subsequent decks created that were tailored to specific prospects.

 

GLOBAL CITIZEN FESTIVAL// SOCIAL IMAGES

The goal was to drive traffic to social sites for the festival and increase visibility through social channels for the Global Citizen platform. We knew it would be a challenge to increase numbers drastically in less than two months. I helped create a social image-sharing strategy focusing on Twitter and Facebook. With no brand awareness, the images I created consisted of curated content that helped established the brand. A schedule was created and images were designed to reflect the brand's social objectives. The campaign was highly successful and the sharing of social images was one of the largest contributors to the publicly praised success. The overall social campaign ultimately garnered 2.1 billion impressions across all media platforms.

Twitter

  1. 10,379 new followers

  2. 74,053 replied & retweets

  3. 306,772 mentions

  4. 819 million impressions

  5. Worldwide trending topics for hashtags #GlobalCitizen & #GlobalFestival on multiple occasions.

  6. #GlobalCitizen hashtag received 267,616 mentions

Facebook

  1. 21,902 new likes

  2. 3,501 comments

  3. 4,219 mentions

  4. Reach 5,466,754

11,120 likes

699 shares

206 comments

This image was created for Facebook social sharing and received the highest amount of shares and likes of all the social images used during this campaign.