For the UN's World Humanitarian Day, Droga5 worked wtih teh UN, Beyonce and DE-DE's Thunderclap product to create a global public engagement program culminating in a message of peace being spread to over a billion people.
The United Nations designated August 19 World Humanitarian Day to raise public awareness of humanitarian assistance worldwide. To make World Humanitarian Day 2012 a truly global celebration, Droga5 partnered with the United Nations and Beyoncé Knowles to create a campaign that would make August 19 a day to remember.
DE-DE's product, Thunderclap, was used to allow people around the world to pledge support for World Humanitarian Day by spreading a social media message of hope all together on August 19. On that same day, a unique event in the UN General Assembly Hall brought together humanitarian aid workers and UN officials to share their stories with an audience of more than 1,200 people; the evening culminated in a performance by Beyoncé of her song, “I Was Here,” honoring those who have given their time and in some cases their lives.
All in all, the campaign generated a record-breaking social reach of 1,029,763,492, through Thunderclap encouraging people to celebrate World Humanitarian Day by simply doing something good, somewhere, for someone else.
I led the Thunderclap team at DE-DE that worked with the UN, Beyonce and Droga5 to execute the program.