report - Mandalah

UN Global Goals 2015
Over
Over
Over
6
R$7
million
million
views of the Porta
dos Fundos videos
on YouTube.
in media value
secured through PR
coverage.
NUMBERS
Top-level estimates* include:
14.5
million
impressions of digital
adverts on online
channels including
Cadreon, Lance, Outbrain,
MSN, UOL, Cybercook
and Vila Mulher.
Total reach
Over
68
Over
5.5
million
million
views on Facebook
and 3.4 million on
Instagram of
celebrity photos with
their favourite goal.
aggregated across
all initiatives.
Over
7
million
viewers for the
presentation of World’s
Largest Lesson on TV
Globo‘s “Esquenta!”
programme with Regina
Casé.
*Correct as of 26.10.15
NUMBERS
Top-level estimates* include:
760,000
600,000
300,000
viewers
people
views
reached for the
World’s Largest
Lesson through the
Federal Ministry of
Education, São
Paulo Municipal
Government, and
other NGO partners.
of special articles
written related to
the Global Goals on
sites including Vice
and Update or Die.
of the Brazilian
Dizzy Goals created
by players from 3
Brazilian football
teams (Palmeiras,
Vitória and
Internacional) and
members of Porta
dos Fundos.
930,000
people
reached through Sri
Prem Baba’s Facebook
and email activities.
Over
580,000
12
people
million people
reached on listens
and social media
posts related to
Radio Everyone.
reached through
Africa’s Hey!
campaign
*Correct as of 26.10.15
ACTIVATIONS
Kick-off event at the residence of Oskar Metsavaht (Osklen) in
Rio de Janeiro, bringing together 30 Ambassadors in support of
the project, from the fields of design, business, arts, fashion,
social entrepreneurship, media and entertainment.
The event played an important role in generating early-stage
interest amongst partners and building momentum for the
project.
REACH: 30 key partners
RIO,
OCT 2014
REACH
1.82 million views Video 1, YouTube
ACTIVATIONS
A series of three films on the Global Goals, created by
renowned comedy group Porta dos Fundos and coproduced by Losbragas.
The three goals chosen as the subjects for the films were
#5 Gender Equality, #10 Reduced Inequalities and #16
Peace and Justice.
The three films went live on YouTube on different days over
the duration of the Project Everyone week.
2 million views Video 2, YouTube
2.28 million views Video 3, YouTube
45,000 likes Instagram
37,800 likes FB
774 likes Twitter
EVENTS
ACTIVATIONS
_ New Year’s Eve, Rio de Janeiro
The first of two events working together with Action 2015 was
focused on raising awareness around the importance of 2015.
In partnership with Rio de Janeiro’s City Hall, we helped to
organise for a 15 year old to play John Lennon’s “Imagine” at
Copacabana beach on New Year’s Eve.
REACH: 2 million people in attendance and singing along
_ Light The Way event, São Paulo
Communications and coordination support for one of six global
events held on the evening before the launch of the Global Goals,
with the aim of uniting people around São Paulo, calling on world
leaders to light the way for a better future.
REACH: Media coverage, Exact numbers - tbc
REACH (includes)
ACTIVATIONS
Lessons to promote the Global Goals in schools, including
an introduction video from Neymar and Dani Alves. With
distribution support from the Federal Ministry of Education
(Portal do Professor, TV Escola), Encyclopedia Britannica,
and a number of leading educational NGOs including
Instituto Alana, Centro Ruth Cardoso, Instituto Crescer and
Todos pela Educação.
A short presentation of World’s Largest Lesson on
“Esquenta!” with Regina Casé on Sunday 27th September
gave major exposure to the project on Rede Globo.
7 million viewers
“Esquenta!”, Rede
Globo, TV
36,000
City of São Paulo,
emails to teachers
20,000
Federal Ministry of
Education, emails
187,000
Todos pela Educação,
FB Posts
178,000
Nova Escola, FB Posts
74,000
Instituto Ayrton Senna,
FB Post and Insta
39,000 views
ONU, WLL video on FB
ACTIVATIONS
An event focused on raising of the flag for Global Goal 10,
hosted by Brazil, which took place at Afro Reggae’s HQ in
Rio de Janeiro with Porta dos Fundos member, Fábio
Porchat, together with children from the community.
REACH: Large media coverage, Exact numbers - tbc
AFRO
REGGAE
ACTIVATIONS
_ Trip Magazine Special Edition
The September editions of Trip and TPM magazines were
dedicated entirely to the Global Goals.
With different covers, the first featured Porta dos Fundos in army
uniform. The article inside goes into detail about all the goals and
includes a section on why they selected Reduced Inequalities,
Gender Equality and Peace and Justice to focus on in their three
films. The second cover asks readers to nominate an 18th goal.
TRIP
Keeping the Global them running throughout the edition, all the
other articles are “stamped” with the goals, showing which ones
each article relates to.
E VOCÊ?
QUAL É SUA UTOPIA
PARTICULAR?
ANO 29 SETEMBRO 2015 / Nº 247 // HÁ MUNDO POR VIR
ANO 29 SETEMBRO 2015 / Nº 247 // HÁ MUNDO POR VIR
REACH: Print magazines - 65,000 readers
A ONU ELABOROU
17 METAS
PARA SALVAR O PLANETA
E SEUS HABITANTES.
PÁGINAS NEGRAS
LAMA MICHEL
O PAULISTANO QUE
TROCOU A VIDA
DE CLASSE MÉDIA
PELO BUDISMO,
NUMA ENTREVISTA
SEM CERIMÔNIA:
"SE TROCAR
DE SEXO TE
AJUDAR A TER
MAIS AMOR E
MENOS RAIVA,
ESTÁ ÓTIMO"
ESPECIAL
UTOPIA
QUAIS SÃO AS
SAÍDAS PARA UM MUNDO
EM COLAPSO?
17 METAS
APONTADAS
PELA ONU
PARA SALVAR
VOCÊ E MAIS
7 BILHÕES
DE PESSOAS,
COMEÇANDO
PELOS
5 CABEÇAS
DO PORTA
DOS FUNDOS
SUA FOTO
ONDAS
ARTIFICIAIS
(BOAS) JÁ SÃO
REALIDADE.
SURF TODO
DIA OU O FIM
DA MAGIA
DO ESPORTE?
(ESCREVA A SUA META PESSOAL E COMPARTILHE COM #UTOPIATRIP
– SONHO QUE SE SONHA JUNTO É REALIDADE)
WWW.TRIP.COM.BR
WWW.TRIP.COM.BR
NÚMERO 247 R$ 11,90 € 3,50
O SUÍÇOBAIANO QUE
CRIOU UMA
AGRICULTURA
EFICIENTE
E LIVRE
DE VENENOS
TRIP GIRL
CAMILA
STORCHI
28 ANOS, UMA
GAÚCHA SOLTA
NO NORTH SHORE
HAVAIANO
REPORTAGEM
NOSSA EQUIPE
SE JOGOU NUM
ACAMPAMENTO
DE REFUGIADOS
AFRICANOS
NA ITÁLIA
MODA
QUEM SÃO, COMO
PENSAM E O
QUE VESTEM OS
NOVOS MÉDICOS
BRASILEIROS
NÚMERO 247 R$ 11,90 € 3,50
ACTIVATIONS
_ Project Everyone Launch Event
An event completed in collaboration with Trip Transformadores
(an annual award for outstanding individuals) held at the São
Paulo Museum of Modern Art.
Lourenço Bustani from Mandalah introduced the goals and
outlined their importance both for Brazil and globally.
REACH: 300 social/cultural leaders and shapers
TRIP
REACH
Gilberto Gil
ACTIVATIONS
Shows curated by Gilberto Gil (30 minutes), Lenine (60 minutes)
and Criolo (60 minutes), in which they select a number of tracks
that have inspired them and impacted on their lives.
RADIO
734 listens Mixcloud
260,000 FB post
Criolo
6,700 listens Mixcloud
277,000 FB post
Lenine
954 listens Mixcloud
297,000 FB post
REACH
14.5 million impressions for Online
digital adverts
ACTIVATIONS
Unique advertising campaign for Brazil, created by
Africa, one of the leading agencies in the country.
Full 360 campaign running across digital, TV, print,
online and outdoor.
Creative based on a series of open mouths
screaming “Hey!” designed by different artists,
including Norte (Marmota vs Milk, Mathiole,
Fernando Volken) and Estúdio Colletivo.
3.49 million viewers Pay TV
AFRICA
1.89 million viewers Outdoor
874,000 readers Print
268,000 viewers Cinema
ACTIVATIONS
Public relations team, led by Fernanda Thompson,
dedicated to making Project Everyone and all its
initiatives achieve the widest possible reach in the
Brazilian media.
REACH: 20.5 million in total across print and
online
ACTIVATIONS
Viral videos created by Brazilian football teams
Palmeiras, Internacional and Vitória, as well as
comedy group Porta dos Fundos.
DIZZY
GOALS
Leading sports channel ESPN showed the videos
on its site.
REACH
83,000 views Palmeiras, Youtube
70,000 views Vitória, Youtube
70,000 views Internacional, Youtube
350,000 views Porta dos fundos, Youtube
tbc ESPN
ACTIVATIONS
A diverse selection of top talent from Brazil secured
to participate in the We The People crowdsourced
video, including Wagner Moura, Alice Braga,
Rodrigo Santoro, Thiaghuinho, Luciano Huck and
Marina Silva.
REACH: Over 570,000 views on YouTube
globally
WE THE
PEOPLE
ACTIVATIONS
Brazilian spiritual guru Sri Prem Baba created 17 Flowers of the
Day, each one linked to one of 17 Global Goals. Each Flower was
posted by email, FB and throughout his networks, and contained a
thought or provocation for self-awareness or spiritual growth.
Also, Sri Prem Baba held organised prayer sessions in Alto
Paraíso, Goiás, including a 24 hour mantra dedicated to the goals.
REACH
86,000 Emails
843,300 FB Posts & Other Platforms
ACTIVATIONS
A wide series of initiatives focused on both
engagement through Brazilian universities and the
social innovation sector, involving Yunus’ extensive
networks in both areas.
The university outreach was run in association with
AISEC, a global NGO that promotes youth
leadership.
REACH: tbc
YUNUS SOCIAL BUSINESS
ACTIVATIONS
17 articles written across Vice media channels
(Noise, Thump, Motherboard, Creator’s Project)
focused on Goal 10 - Reduced Inequalities.
Vice applied its unique lens to the Global Goals,
generating stories designed to raise critical
awareness of these issues.
REACH: Online - 105,000 readers
VICE
SEEDING
ACTIVATIONS
Working with Cubo CC (part of Flag creative holding group), Fernanda
Thompson’s PR team, and Losbragas, talent outreach to a wide and
diverse group of high-profile individuals, including Thiaguinho, Astrid
Fontenelle, Marco Pigossi, Luis Lobianco, Rita Lobo, Fabiula
Nascimento, Fly Band, Sabrina Sato and Bela Gil.
The activation of the person holding up their favourite goal worked as a
simple and effective communication on social media, securing a very
high reach.
REACH
3.47 million Instagram posts
5.5 million FB Posts
THANK YOU
FOR MAKING
THIS POSSIBLE!
São Paulo
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T +55 11 3097 9836
[email protected]
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