Cannes Lions

NATALIA PROJECT

RBK COMMUNICATION, Stockholm / CIVIL RIGHTS DEFENDERS / 2013

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Overview

Description

Challenge: Human Rights Defenders are often kidnapped or killed.

Without information about time/place it's impossible to help and with dated information the public’s sense of urgency is lost. There was a need to identify attacks, protect those at risk and build global awareness around the situations.

Objectives: Protect those at risk and bring attacks to the world's direct attention

Strategy: Provide individual human rights defenders with GSM/GPS assault alarm hardware and connect it with local partners, Civil Rights Defenders and social media through nataliaproject.org hence building a social media network amplifying the alarm.

With no budget for commercial media it was absolutely critical to get good penetration in earned media. No other channel than PR was used apart from personal social media networks making the PR platform 'First global assault alarm system for human rights defenders at risk' the sole vehicle for communication of the project.

Execution

Starting at the Defenders' Days, a conference in Stockholm on the 4th of April 2013 and the announcement of Natalia Project.

- The Natalia Project was introduced to 150 international human rights defenders at Defenders' Days on April 4 in Stockholm.

- The story had been pitched to selected Swedish bloggers and journalists under embargo.

- Strong external endorsers was recorded coming out in favor of the project

- Nataliaproject.org went live in conjunction with a Facebook fan-page and a Twitter profile for the world to sign up on, providing press material as a down load.

- The 3 min "Natalia" film presenting the project was released on YouTube and nataliaproject.org.

- The same day there was a press conference with material such as news graphics, the film describing the project as well as stills of the hardware / bracelets.

- And finally a release was sent with European distribution.

Outcome

The project was launched April 4 and after just two weeks:

- Direct response (likes and follows), within less than a week created a potential reach in social media surpassing 100,000 and growing.

- Google hits went from 4,000 to 23m in under four days.

- Donations up 1,400% compared with previous period.

- Earned media with a reach of 1bn+ persons distributed the project, positioning Civil Rights Defenders. The effect of Natalia Project on the Civil Rights Defenders brand has yet to be calculated.

- Just two days after launch United Nations rapporteurs endorsed the project.

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