The campaign focused on 2 creative elements: 1) Transitioning the New Deal from a conceptual and abstract theory to a tangible human concept and positioning the New Deal within the current global political framework, highlighting how it would work “on the ground.” Through story-mining, we were able to extract the human development impact of the group’s work and develop real in-countries examples such as in Somalia and Sierra Leone. We leveraged high-level influencers to tell the New Deal story, linking the narrative to relevant and major policy debates happening at the time. 2) Clarifying language and bringing the New Deal to life: To move the New Deal beyond its core stakeholders, we changed the channels through which it was communicated. From policy papers to briefing notes we democratised the platforms through which the New Deal was articulated - producing a landmark video as well as case studies.

Our PR plan was executed in 4 phases:

i. STRENGTHENING KEY MESSAGES: To successfully deliver a robust internal and external communications strategy, we researched and produced in-depth audience insight report and facilitated a messaging workshop to ensure key messages were aligned with the overall organisational strategy.

ii. DELIVERY OF FAST-MOVING COMMS: We implemented a highly targeted strategy to demonstrate the relevance and progress of the International Dialogue and New Deal, delivering a high-profile event, acquiring endorsement from key international stakeholders, and providing strategic PR advice.

iii + iv. EMPOWERING NEW DEAL CHAMPIONS & MESSAGE CARRIERS: We transformed the International Dialogue’s press profile at international political events through interviews, op-eds and coverage of activities in relevant media. We also produced an extensive selection of original communications products including most notably a hard-hitting video to promote the new deal: https://www.youtube.com/watch?v=sKSZG3haMk8

Timeline - Commissioned Spring 2016

Budget of contract: £71,136

Tiers 1 & 2

- Raised overall profile, impact and influence of the International Dialogue and New Deal: As a result of our strategy, key international organisations and global platforms are now active endorsers of the New Deal including: World Humanitarian Summit, UNDP Sweden, the Global Peace Index, ECDPM, Concern Worldwide UK, UN Inter-Agency Task Force on NCDs, Peace Ops CIC IIED and Council for European Studies.

- Delivered hard-hitting communications coverage and significantly increased the awareness and perception of the International Dialogue and engagement with media. We established tier 1, top-level and targeted international media placement - ranging from significant, substantive, and positive commentary or reports in the Financial Times, the Guardian, Daily Mail, Newsweek, Al Jazeera and Reuters. We also gained major endorsements from Jan Eliasson, UN Deputy Secretary General and Helen Clark, UNDP Administrator.

- Transformed International Dialogue knowledge products: We turned International Dialogue knowledge products into cutting-edge, sharable and usable marketing material: Brochures, Flyers, Postcards, Posters, Banners, PowerPoint template, Conference pack, Infographics, Film, Vox Pop videos, Conference highlights, Report front cover design.

- We delivered a high-level International Dialogue panel event at the 70th Session United Nations General Assembly, arranged a filming company to film the event, collected endorsements from key international stakeholders, and arranged interviews with the co-chairs and media to secure major international coverage of the event.

- We systematised social media marketing output: between September 2015-June 2016 the number of @IntDialogue Twitter followers increased by 87%.