Objectives:

Raise awareness about the cause

Influence decision makers to adapt the cause

Promote the issue to the general public

Raise funds to be able to promote the cause

Establish a international citizen organization (NGO)

Target

UNICEF Representatives

General advocates

Sponsors

Influence the general public 

Content Strategy

Be Them : Create a social experiment by comparing and exchanging privilege and unprivileged children

Document the journey via video and launch live coverage online

KPIs

Social media: 10 Million followers

Capital: 10 Million $

Ambassadors: A representative from each active country

25% of UNICEF members

Engagement:

Live the experience project (Actual and theoretical)

Social Media content by the public

Implementation Strategy

Phase 1: Teaser phase: (1 month)

“Wanna be an international citizen ?”

Phase 2: Live the experience: (3 months)

Social experiment

Phase 3: The aftermath: (8 months)

Media coverage
People engagement
Social media hype
Controversy

Phase 4: Decision making



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Public - 4/22/16, 7:25 AM