ONE.org
The ONE campaign and the Bill & Melinda Gates Foundation hired DDB to wage a blitz leading up to the G8 Summit, where leaders were poised to make commitments — and progress — on ending extreme global poverty. While squashing poverty sounds like a cause everyone can support, we knew that citizens of developed nations are largely ignorant of the crisis and are often more concerned about issues that affect their everyday lives. DDB’s challenge was a numbers game. We needed to reach and engage a critical mass of informed citizens within G8 nations and compel them to care about global poverty, understand the opportunity at hand and act in a way that would amplify their voices, ensuring that G8 leaders heard them loud and clear. DDB developed a countdown campaign leading up to the day the world leaders would finalize their commitments.
The campaign leveraged the powerful presence of Nelson Mandela and drove people to a website that featured tools to learn about the crisis and connect with their respective leaders.
As a result of our efforts, traffic to ONE.org increased 33 percent with individuals from more than 130 countries visiting the site.
In support of our need to reach policy makers and influencers, our work was featured on Meet the Press during an interview with Bono, and, most importantly, G8 leaders pledged an additional $50 billion annually to aid developing countries. (We won’t take all the credit for that.)