Dieses Konzept entstand im Rahmen des Young Lions Wettbewerb in Cannes 2014 (Kategorie PR). Das Briefing: Eine globale Kampagne für die UNODC (United Nations Office on Drugs and Crime) mit dem Ziel, dem internationalen Menschenhandel mehr Aufmerksamkeit zu verschaffen. Von Anna Groos (@annamelitta) und Claudia Becker (@clab). Mehr dazu im Blogbeitrag unter: http://ow.ly/zjQpJ

1. THE
GLOBAL
HEART
MAP

2. Nevertheless
the
vic,ms
are
invisible.
HUMAN TRAFFICKING AFFECTS NEARLY
EVERY COUNTRY IN THE WORLD.
Main
Objec+ves
• Spread
out
the
Blue
Heart
• Remind
people
that
HT
is
a
global
issue
• Increase
contribu,ons
• Target
younger
people
• Rejuvenate
the
campaign

3. WHO ARE WE
TALKING TO?
“I
am
not
an
ac,vist
but
I
want
to
do
something
to
make
the
world
a
beBer
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

4. WE HAVE TO
MAKE THE
INVISIBLE
VISIBLE.
The
one
thing:

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

6. THE GLOBAL
HEART MAP
Show
your
heart
to
#MakeThemVisible

7. Interac+on
-­‐
Users
show
solidarity
via
Social
media
using
campaign’s
#
-­‐
Each
posts
=
one
Blue
Heart
on
the
map
Informa+on
-­‐
Stories,
facts
&
case
studies
by
the
Blue
Heart
Campaign
will
be
visualized
as
red
hearts
and
show
the
spread
of
HT
Ac+on
-­‐
Raise
dona,ons
-­‐
Connect
informa,ve
part
to
dona,ons
with
actual
help
for
vic,ms
HOW TO ACTIVATE
THE CROWD?
Execu,on

8. KEEP THE HEART
BEATING
1. Kick-­‐Off
Spreading
a
video
with
prominent
tes,monials
as
first
supporters
2. Storytelling
&
Media
Rela+ons
Crea,ng
relevant
content
which
is
worth
spreading
by
users,
media
&
bloggers
3. Suppor+ng
Ac+vi+es
Using
exis,ng
events
&
milestones
like
Interna,onal
HT
Day
&
the
annual
report
to
raise
on-­‐going
awareness

9. WHAT’S THE
MEASURES?
KPIs
and
Resources
Relevant
KPIs
1. Reach
(amount
of
users
and
hearts)
2. Media
coverage
3. Dona,ons
4. User
generated
content
Resources
1. Financial:
programming
Map,
produc,on
of
video
and
mul,media
content
2. Personnel:
All
content
will
be
created
by
UNODC
or
users.

10. THE GLOBAL
HEART MAP
to
make
the
invisible
visible.
Human
Trafficking
is
a
global
issue
but
millions
of
vic+ms
are
invisible.
The
virtual
Global
Heart
Map
gives
people
a
powerful
tool
with
easy
access
to
take
ac,on,
show
solidarity
&
raise
their
voices
against
Human
Trafficking.
Interac,ve,
informa,ve
and
with
media-­‐relevant
stories
of
survivors
and
supporters.
With
direct
links
to
take
ac,on.
Everything
to
#MakeThemVisible.