Technology’s increasing impact on humanity has become a dominant societal discussion. Nokia, with its new purpose “to expand the human possibilities of technology,” was well-positioned to contribute to the conversation. Likewise, over 95% of the WIRED community surveyed agreed that debating this topic is both important and timely.

Exploring the excitement and worries associated with humanity’s relationship with technology, we sought to uncover the issues that mattered most to our audience. The biggest ones we investigated and highlighted global solutions while seamlessly aligning with Nokia thought leadership throughout.

Our initial research made it immediately clear that privacy, security, artificial intelligence, equity, and human connection reflected the largest concerns of the global community. The campaign evolved organically as we listened and tailored the conversation based on the real-time dialogue. With this insight we set out to craft compelling—and occasionally controversial—conversations with leading minds and businesses impacting our world.

Phase 1: Uncover

March-April 2015

· #maketechhuman initiative launches on reddit with Sir Tim Berners-Lee’s AMA on the 26th anniversary of the web.

· A dinner at TED invites business influencers to engage in the conversation

· Social media fires up as a hub for engagement.

Phase 2: Explore

May-August 2015

· reddit AMA with Stephen Hawking addresses questions about the future of AI

· Matt Mira of The Nerdist launches a #maketechhuman podcast with a cyberbullying conversation with Monica Lewinsky

· #maketechhuman hub publishes custom content twice weekly over the campaign

· 5 custom print inserts in WIRED highlight thought leaders for each theme.

Phase 3: Solutions

September-December 2015

· Agents of Change list unveiled, highlighting global influencers expanding human possibilities with technology.

· Interactive eBook published via iTunes showcasing highlights and featuring original content on the #maketechhuman themes. Recaps the thought leadership and debate from throughout the campaign.

The #maketechhuman campaign built awareness and drove positive perceptions of Nokia.

-1.1 Billion Global Press Impressions

-309 Million Global Social Impressions

-1.76 Million Global Engagements

-80+ luminaries, thought leaders, and partners engaged

-2nd Largest reddit AMA Ever with Stephen Hawking

-2nd Best Branded Content Partnership of 2015 per AdAge’s annual roundup list

A Survey of WIRED Readership Found:

o Increased Awareness: Awareness of the #MTH debate is 70% higher among WIRED readers vs. general population

o Increased Positive Perceptions of Nokia: Respondents 56% more likely than the general population to agree: “Nokia is a thought leader in terms of understanding technology’s changing relationship with humanity”

o Drove Reader Engagement: 87% of the people aware of the campaign had engaged in the debate through discussions, articles, podcasts and/or sharing content.