cannes lions pr 2014: claudia becker, anna groos

THE GLOBAL HEART MAP

Nevertheless the victims are invisible.

HUMAN TRAFFICKING AFFECTS NEARLY EVERY COUNTRY IN THE WORLD.

Main Objectives• Spread out the Blue Heart • Remind people that HT is a global issue • Increase contributions• Target younger people • Rejuvenate the campaign

WHO ARE WE TALKING TO?

“I am not an activist but I want to do something to make the world a better place.” Maria, 30, Italy

“When doing something good I want all my friends to know.”Chris, 18, USA

“Human Trafficking is something that happens on TV and not in my community.” Max, 23, Germany

Target Group

WE HAVE TO MAKE THE INVISIBLE VISIBLE.

The one thing:

Tactic

GIVING PEOPLE A POWERFUL TOOL WITH EASY ACCESS TO TAKE ACTION & RAISE THEIR VOICES AGAINST HT.

THE GLOBAL HEART MAP

Show your heart to #MakeThemVisible

Interaction- Users show solidarity via Social media using campaign’s # - Each posts = one Blue Heart on the map

Information- Stories, facts & case studies by the Blue Heart Campaign will be visualized as red hearts and show the spread of HT

Action- Raise donations- Connect informative part to donations with actual help for victims

HOW TO ACTIVATE THE CROWD?

Execution

KEEP THE HEART BEATING

1. Kick-OffSpreading a video with prominent testimonials as first supporters

2. Storytelling & Media RelationsCreating relevant content which is worth spreading by users, media & bloggers

3. Supporting ActivitiesUsing existing events & milestones like International HT Day & the annual report to raise on-going awareness

WHAT’S THE MEASURES?

KPIs and Resources

Relevant KPIs1. Reach (amount of users and hearts)2. Media coverage 3. Donations 4. User generated content

Resources1. Financial: programming Map,

production of video and multimedia content

2. Personnel: All content will be created by UNODC or users.

THE GLOBAL HEART MAPto make the invisible visible.

Human Trafficking is a global issue but millions of victims are invisible.

The virtual Global Heart Map gives people a powerful tool with easy access to take action, show solidarity & raise their voices against Human Trafficking.

Interactive, informative and with media-relevant stories of survivors and supporters. With direct links to take action.

Everything to #MakeThemVisible.