OgilvyOne launched a campaign promoting the United Nation’s World Humanitarian Day, which will take place this Wednesday, August 19.
To help get the word out, the agency will take over several billboards in Times Square and will also take over celebrity social media accounts (with their permission, of course) to spread stories about the survivors of natural disasters around the world. A video posted last week also calls on viewers to donate their own social media accounts to the effort, in hopes that more people will see these overlooked stories. So far over 10,000 social accounts have pledged to help out in the campaign.
“These stories need to be told but the people behind them don’t have the platform,” Jeremy Wilson, director of creative strategy at OgilvyOne Worldwide, explained to MediaPost. “The strategy is to disrupt [users’] newsfeed by enabling anybody to donate the power of their social reach, delivering these stories in the first person on the platform where the majority of discussion takes place.”
While the social push forms the backbone of the campaign, OgilvyOne also created an online hub to document relief efforts and the social feeds of influencers who pledged their accounts to the campaign.