The United Nations: I Was Here for World Humanitarian Day 2012 - A different type of donation

This case study describes the renewed approach of the United Nations (UN), the international government organisation, to promote World Humanitarian Day (WHD) through social media in Australia.

The United Nations: I Was Here for World Humanitarian Day 2012 & A different type of donation

Agency: Droga5

Advertiser: The United Nations

Author: Matt Langler

Total Campaign Expenditure: Under $500K

Executive Summary

World Humanitarian Day celebrates the selfless actions of international humanitarian workers. During the last four years, attempts by The United Nations to grow celebrations outside of the humanitarian community have stalled. To make WHD an internationally recognised day of celebration, we tackled the public's charity fatigue by asking them to donate something far more valuable – their social media clout.

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