The document proposes a solution to make the UN more relevant to young people by gamifying the process of addressing global challenges. It involves influencers recruiting young people to join teams on a UNme app where they would submit and work to solve issues over 60 days. The top solutions would be implemented or earn official UN certification. A marketing strategy uses influencers and paid social/search ads to drive downloads and engagement on the app. The goal is to empower young voices and turn their creativity towards solving real world problems.

1. Challenge: Create a world-class movement to turn schools
into hubs of world betterment and create active channels of
communication between young people and the UN.

2. What we know about kids today:
They have a short attention span. They are always connected. Obsessed
with gaming. And super creative: they think outside the box.
“Children know how to play”
David Slayden

3. Insight: The UN isn’t relevant to kids today

4. Young people are already solving issues on their own

7. Solution
Let’s empower young voices by gameifying global challenges,
relying on their ingenuity to identify and solve them.

9. I. Seed
Influencer activity.
Influencers start
the conversation,
highlighting some
important global
issues and launch
#UNme
II. Recruit
Influencers recruit
young people to join
their team and UNme
app launches.
Team members are
asked to submit
issues they feels
strongly about and
what to help solve.
III. Engage
6 issues selected,
60 days to solve.
Team members
recruit others and
work together to put
forward ideas and
solutions to address
selected issue.
IV. Reward
Points are allocated.
Teams whose idea is
selected by
UN/Influencers to be
implemented fly to
relevant location.
Others make progress
towards official UN
certification.

10. Seed

11. A combined reach of 45.6MM people
Nash Grier - 8.5MM Vine followers
Taryn Southern - 75.2K Twitter followers
Cristiano Ronaldo - 27.3MM Twitter followers
Tiffany Alvard - 1.9MM YouTube subscribers
AwesomenessTV - 1.5MM YouTube subscribers
Bethany Mota - 6.4MM YouTube subscribers
Our influencers

13. Recruit & Engage

19. Reward

20. How to earn points
•Using #UNme
•Building a team: adding
friends, teachers, parents and
community leaders
•Identifying/supporting an
issue
•Activity on your solutions
•Local action on solution (i.e.
planting a tree)

23. Winners
•Leader board top 5
•5 special contributors identified
by influencers

24. Media Recommendation

25. Media Objectives & Strategies
• Establish awareness of #UNme movement among
young people globally
• Drive downloads of #UNme app
• Generate social connections and conversation

26. Media Tactics
• Mobile
• Banners: geo-fencing, content targeting, social & search re-targeting
• Incentivized branded engagement (Session M)
• Drive to app download
• SMS
• Promoted texts
• Social
• Promoted posts (FB, Twitter, IG, etc)
• Influencer engagement
• Desktop
• Banners: geo-fencing, content targeting, social & search re-targeting

27. Timing
• Budget Breakdown:
• 40% Search/Social Re-Targeting
• 40% Paid Social
• 20% banners, SMS
• 2
Day 1-7
“ISSUE”
SUBMISSIONS
Day 8 Day 60
AMPLIFY
1-Day
Google Masthead
TakeOver
Influencer Posts
(#UNme)
Search / Social Retargeting
Banners, SMS
Paid Social
Influencer Posts
(#UNme)
Influencer Posts
(#UNme)
Paid social
(drive likes & followers)
PROMOTE ENGAGE & INSPIRE
Influencer Posts
(#UNme)
Earned Social

29. #voteforus
#please
#thankyou
#redwedding