Cannes Lions
RSA FILMS, New York / UNITED NATION / 2013
Overview
Entries
Credits
Description
Every year on August 19th, World Humanitarian Day recognizes those who
face danger and adversity to help others. August 19th is the anniversary of
the 2003 bombing of the United Nations headquarters in Baghdad, Iraq,
which killed 22 people.
Execution
As a celebration of all the humanitarian work across the globe, we produced a unique event featuring Beyoncé at the UN General Assembly in New York on August 10th to inspire people to leave their mark on the world.
Outcome
The campaign hit its goal of reaching 1 BILLION PEOPLE in the final 20
minutes on Aug. 19. The I Was Here website allowed participants to set a pin
on an interactive map to show others where they’re showing support and
what deed they’ll be doing. Nearly 15,000 pins had been posted within a
week.
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