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.
By investing in...