Media for Social Impact Summit 2015

MEDIA FOR SOCIAL IMPACT SUMMIT 2015 OUTCOME REPORT

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17#-*$ 'PVOEBUJPO JT BO JO LJOE HSBOU NBLJOH PSHBOJ[BUJPO UIBU IBSOFTTFT UIF QPXFS PG NFEJB BOE BEWFSUJTJOH BTTFUT UP ESJWF TPDJBM DIBOHF 5ISPVHI QBSUOFSTIJQT XJUI MFBEJOH NFEJB DPNQBOJFT 17#-*$ BHHSFHBUFT EPOBUFE NFEJB BOE XPSLT TUSBUFHJDBMMZ UP QBJS NFEJB TQBDF XJUI LFZ OPO QSPGJUT BU UIF MPDBM OBUJPOBM BOE HMPCBM MFWFMT 17#-*$ JO LJOE NFEJB HSBOUT JODSFBTF BXBSFOFTT BSPVOE JNQPSUBOU DBVTFT BOE TJHOJGJDBOUMZ FYQBOE UIF SFBDI PG UIFJS PUIFSXJTF MJNJUFE NFEJB CVEHFUT

NO ONE CAN DO EVERYTHING BUT EVERYONE CAN DO SOMETHING. #BO ,J NPPO 4FDSFUBSZ (FOFSBM PG UIF 6OJUFE /BUJPOT

OVERALL SUMMARY OF SUMMIT & SESSIONS PVBLIC Foundation is committed to coordinating the world’s most important media campaign in support of the United Nations’ Sustainable Development Goals coming into effect in September 2015. In order to ensure a successful, transformative, and universal outcome for the United Nations’ Post-2015 Agenda, global communications are necessary to inspire and mobilize worldwide action. The vision is to create awareness and mobilize support for the new goals amongst 7 billion+ people over the next 15 years.

Therefore, PVBLIC hosted the Media for Social Impact Summit, bringing together over 350 leading media executives and senior UN representatives for a day of hands-on strategizing and creative development to kick-start these global efforts.

The Summit started with an introduction to the Post 2015 development agenda by United Nations officials, expressing the need for the United Nations to communicate this ambitious endeavor to the world. The opening plenaries also included presentations by leading media and advertising executives, highlighting examples of successful media campaigns for impact.

After the introduction to the main topics, attendees had an opportunity to attend one of the 11 roundtable sessions where the participating industry leaders together with UN representatives discussed various elements

of

the

campaign

including

Social

Media,

Citizen

Engagement,

Youth.

The key output can be summarized as follows:

1.

2.

3.

REACH: Simplified Branding •

Unified branding for the campaign

•

About everybody, not just the UN’s goals

•

Make the goals personal and optimistic

•

Culturally sensitive

ENGAGE: Create Actions •

Empower people

•

Clear call to action

•

People want to discover not be told

•

Reach all - Engage corporations and grassroots

IMPACT: Generate Collaboration •

Long term on-going conversation

•

Outline clear partnership opportunities

PVBLIC will use the recommendations from these sessions to build, together with the UN and the Summit attendees, the world’s most important media campaign.

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#MFSI2015

REACH The initial step to marketing these goals is building a global brand. 5IF CSBOEJOH OFFET UP CF DMFBS UIBU UIFTF HPBMT BOE BDIJFWJOH UIFTF HPBMT JT OPU BCPVU UIF 6/ JU JT BCPVU BMM PG VT FWFSZ DPNNVOJUZ BSPVOE UIF XPSME 5IFSF BSF BMSFBEZ /(0ËT HPWFSONFOUT BOE UIF QSJWBUF TFDUPS DPNNJUUFE UP XPSLJOH UPXBSET UIFTF HPBMT CVU XIBU NBLF UIF 6/ FGGPSUT VOJRVF JT UIF VOJWFSTBMJUZ BOE UIF JEFB UIBU HPWFSONFOUT DBO JODMVEF UIFTF HPBMT JO UIFJS MPOH UFSN QMBOT 5IJT JT BO PQQPSUVOJUZ UP QSPWJEF NFNCFS TUBUFT B QMBUGPSN UP DSFBUF QPMJDJFT *O HFOFSBM UIF NFTTBHF TIPVME CF MPDBMJ[FE TP QFPQMF DBSF " HMPCBM DBNQBJHO IBT B MPU PG OVBODFT CFDBVTF PG DVMUVSBM EJGGFSFODFT XIJDI XF NVTU CF NJOEGVM BOE BXBSF PG XIFO DSFBUJOH UIF DBNQBJHO TP UIBU JU JT SFMBUBCMF UP MPDBM DPNNVOJUJFT 8F OFFE UP EFUFSNJOF IPX UP CSJOH MJGF BOE WPJDF UP UIF DBNQBJHO JTTVFT *U XBT TVHHFTUFE UIBU QFSTPOBM TUPSJFT TIPVME CF VUJMJ[FE BT QFPQMF DPOOFDU UP TUPSJFT 8F XBOU UP NBLF JOWJTJCMF TUPSJFT WJTJCMF BOE FWPLF FNQBUIZ UP NPUJWBUF QFPQMF UP BDUJPO

ENGAGE The campaign should not only be the largest and most important global campaign, but awareness should also inspire activism among individuals. 'PS DJUJ[FOT UP FOHBHF UIF DBNQBJHO NVTU DSFBUF B CFMJFG UIBU TVDDFTT JT QPTTJCMF 8F NVTU EFUFSNJOF IPX UP SFBDI FOHBHF BOE DPNQFM PWFS CJMMJPO QFPQMF UP UBLF BDUJPO NPTU PG XIP BSF JO UIF EFWFMPQJOH XPSME *U JT JNQPSUBOU UP VOEFSTUBOE XIPN XF BSF UBSHFUJOH BOE IPX UIFZ DPOTVNF JOGPSNBUJPO UP FOTVSF UIBU XF BSF VUJMJ[JOH UIF BQQSPQSJBUF QMBUGPSNT 5IF UBSHFU BVEJFODF JT QFPQMF XIP EPOËU DBSF BCPVU IFMQJOH UIF XPSME BOE HFUUJOH UIFN UP DBSF 5IFSF OFFET UP CF B UPQ EPXO BOE B CPUUPN VQ BQQSPBDI B MPU PG QFPQMF XJMM EP TNBMM UIJOHT BOE B GFX QFPQMF XJMM EP CJH UIJOHT 5IF NFTTBHF OFFET UP GFFM MJLF JUËT EJTDPWFSFE OPU JNQSFTTFE VQPO UIF BVEJFODF CZ UIF 6/ *U TIPVME GPDVT PO UIF JEFB UIBU UIF QFPQMF PG UIF XPSME SFRVFTUFE UIJT DIBOHF 5IF CFTU DBNQBJHOT BSF DPOWFSTBUJPOT 8F NVTU EFWFMPQ DPNNVOJDBUJPO TUSBUFHJFT UP JOGPSN QFPQMF BCPVU TVDDFTTFT TP UIBU UIFZ GFFM UIFJS FGGPSUT BSF XPSUIXIJMF BOE UIFZ TIPVME DPOUJOVF

IMPACT Partner companies should be asked to make a long-term commitment when it comes to support and sponsorship of the campaign. "MM QBSUJFT JOWPMWFE JO UIF QBSUOFSTIJQ FDP TZTUFN DPNQBOJFT DSFBUPST PG UIF DBNQBJHO UIF 6/ BOE EJTUSJCVUPST NFEJB NVTU FOTVSF UIFZ BSF GVMMZ BMJHOFE BOE XPSLJOH PGG UIF TBNF XPSL CPPL GPS UIF CSBOEJOH BOE SPMMJOH PVU UIF 4%(T *U JT JNQPSUBOU UIBU UIF DBNQBJHO JT TVTUBJOBCMF BOE EPFT OPU EJTTJQBUF BT JU NVTU MBTU GPS UIF OFYU GJGUFFO ZFBST

@PVBLICF

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ROUNDTABLES SUMMARY 1. BRIDGING CLIMATE CHANGE & THE SDGS Objectives of SDG Campaign » » »

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Proposed Idea: “United Citizens” » (PBM "MJHO BT NBOZ PG PVS CJMMJPO GFMMPX DJUJ[FOT BT QPTTJCMF VOEFS POF PG UIF HPBMT » #VJME DPMMBCPSBUJWF DPNQFUJUJPOT BNPOH UIF ÈUFBNTÉ » $SFBUF SFHVMBS QSPHSFTT SFQPSUT

2. PARTNERSHIPS Creating umbrella categories » 1BSUOFST XJMM MPPL BU HPBMT BOE EFUFSNJOF UIF BSFBT XIFSF UIFZ DBO NBLF B EJGGFSFODF OPU FWFSZPOF DBO EP FWFSZUIJOH

Branding » Strategy » »

%FUFSNJOF IPX UP NBLF FBDI HPBM NPSF NFNPSBCMF BOE BUUSBDUJWF

%FUFSNJOF XIP BSF UIF BVEJFODFT BOE JEFOUJGZ JOGMVFODFST 6UJMJ[F QBSUOFST GPS UIFJS JOEJWJEVBM TUSFOHUIT

3. YOUTH ENGAGEMENT 8JUI UIF VQDPNJOH 6OJUFE /BUJPOT 4VTUBJOBCMF %FWFMPQNFOU (PBMT POF PG UIF GVOEBNFOUBM HPBMT JT UP HFU PVS GVUVSF HFOFSBUJPOT BOE UIF CJMMJPO ZPVUI JOWPMWFE UP SFBDI UIFTF HPBMT TVDDFTTGVMMZ How do we break the UN language to appeal to youth? » » »

1SFTFOU UIF HPBMT BT GVO BOE TUJNVMBUF DPNQFUJUJPO 7JTVBMT BOE TJNQMF MBOHVBHF 0GGFS UIFN UIF BCJMJUZ UP CF BEWPDBUFT PG JTTVFT PG UIFJS PXO JOUFSFTUT BOE FODPVSBHF UIFN UP EFWFMPQ UIFJS PXO DPOUFOU

Universal Accessibility » » »

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%P OPU BMJFOBUF MPX JODPNF SVSBM BSFB ZPVUI PG UIF XPSME JT OFJUIFS POMJOF OPS PXOT B TNBSUQIPOF $SFBUF B WJSBM DBNQBJHO UIBU XPVME NPCJMJ[F DIJMESFO

#MFSI2015

4. PR AND COMMUNICATIONS How to Improve from Millennium Development Goals Efforts » 8PSL CFJOH EPOF JO BEWBODF UP QVCMJDJ[F UIF 4VTUBJOBCMF %FWFMPQNFOU (PBMT BT TPPO BT UIFZ MBVODI » "CJMJUZ UP VUJMJ[F NPEFSO TPDJBM NFEJB Unified Branding » *U XBT TVHHFTUFE UIBU B QBSUOFSTIJQ TZNCPM CF DSFBUFE UIBU MJOLT UIF JDPOPHSBQIZ PG UIF HPBMT BOE UIF 6/ 5IF TZNCPM XPVME BDU BT BO BQQSPWBM TFBM BOE CSBOE JOEJDBUPS GPS QBSUOFST » /FFE UP CSJOH MJGF BOE WPJDF UP UIF JTTVF

5. ELEMENTS OF A SUCCESSFUL CAMPAIGN 5IJT TFTTJPO EJTDVTTFE UIF FMFNFOUT OFFEFE UP DSFBUF B TVDDFTTGVM BOE MBTUJOH HMPCBM DBNQBJHO JODMVEJOH BXBSFOFTT FOHBHFNFOU BOE NFBOT UIBU XJMM CF VUJMJ[FE UP NFBTVSF TVDDFTT Elements Needed » (SBTT SPPUT GFFM 5IF JEFB BOE FEVDBUJPO TIPVME TUBSU PGG XJUI UIF CJH JEFB BOE PWFSWJFX PG UIF TFWFOUFFO HPBMT 5IFO QFPQMF TIPVME CF NPUJWBUFE UP DBSF BCPVU B QBSUJDVMBS PS BSFB UIFZ DBO QFSTPOBMMZ SFMBUFE UP » »

(MPCBM NFEJB QBSUOFSTIJQT DBO NBLF UIF DBNQBJHO GBS SFBDIJOH BOE TVTUBJOBCMF ,FFQ QFPQMF FOHBHFE CZ DSFBUJOH BO PO HPJOH DPOWFSTBUJPO 5FMM UIFN XIBUËT HPJOH PO XIBU QSPHSFTT IBT IBTOËU CFFO NBEF BOE XIJDI HPWFSONFOUT IBWF SFTQPOEFE

6. SOCIAL MEDIA AND MOBILE ENGAGEMENT )JHIMJHIUJOH UIF QPXFS PG TPDJBM FOHBHFNFOU UISPVHI IBTIUBHT UIF HSPVQ CSPLF EPXO UIF 4%(T JOUP UIF EJTUJODU DBUFHPSJFT PG ÈFMJNJOBUJOH QPWFSUZÉ BOE ÈTUPQQJOH DMJNBUF DIBOHFÉ XJUI UIF JNQMJDJU PWFSBSDIJOH CVDLFU PG ÈHMPCBM DJUJ[FOTIJQ É Creating a Social Movement » *O EFWFMPQJOH UIJT DBNQBJHO JU JT MFTT BCPVU UIF JEFBM TUSBUFHZ CVU SBUIFS BCPVU UBLJOH BDUJPO BOE VTJOH GFFECBDL UP QJWPU BOE CVJME CBTFE PO XIBU JT FGGFDUJWF BOE CFJOH SFTQPOEFE UP » *OJUJBM *EFB È*O .Z -JGFUJNFÉ Æ QPUFOUJBM UP FGGFDUJWFMZ SFBDI FOHBHF BOE VOJGZ UIF XPSMEËT QPQVMBUJPO JO BDDPNQMJTINFOU DPNQBTTJPO BOE JNQBDU » 5IF TUBUFNFOU PG FNQPXFSNFOU *O.Z-JGFUJNF TVHHFTUT UIJT JT UIF GJSTU UJNF JO IJTUPSZ FSBEJDBUJPO PG TPDJBM DIBMMFOHFT JT QPTTJCMF

@PVBLICF

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7. CITIZEN ENGAGEMENT Balanced Messaging » .VTU FOTVSF NFTTBHJOH DPOWFZT VSHFODZ JO DPOKVODUJPO XJUI B TUSBUFHZ GPS TVTUBJOFE FOHBHF NFOU BNPOH HMPCBM DJUJ[FOT Making the 17 SDGs Simplified & Relatable » 1PTTJCJMJUZ UP EJWJEF BMM HPBMT JOUP DBUFHPSJFT FOE QPWFSUZ FDPOPNJD JODMVTJPO BOE DMJNBUF DIBOHF » "TL DJUJ[FOT UP DIPPTF UIFJS DBVTF BOE DIPPTF UIFJS PXO BEWFOUVSF »

'SBNF NFTTBHJOH JO UFSNT PG IPX JU JT CFOFGJDJBM UP UIF JOEJWJEVBM

8. LATIN AMERICA How the Campaign Should Look » *ODPSQPSBUF WJTVBMT BOZPOF PO UIF QMBOFU DBO SFMBUF UP J F TPDDFS BOE NVTJD

» *EFOUJGZ FNPUJPOT UIBU BSF CBTJD UP UIF IVNBO SBDF » 3BJTF BXBSFOFTT XJUI MPDBM HPWFSONFOUT UP NPUJWBUF DJUJ[FOT Possibility for Failure » )JHI DPNQMFYJUZ UPP NBOZ NFTTBHFT BU PODF

» /PU JODMVTJWF PS QBSUJDJQBUPSZ How to Reach the Latin American Community » #SJEHF FOHBHFNFOU CFUXFFO -BUJOPT JO UIF 64 BOE -BUJO "NFSJDB » "EESFTT UIF UPQ JTTVFT JO UIF SFHJPO &EVDBUJPO (PWFSOBODF BOE )FBMUI » 3FMBUF UP LFZ DVMUVSBM FNPUJPOT PG DPNNVOJUZ BOE GBNJMZ » 4UFQIFO ,FQQFM 6OJWJTJPO /FXT 'VTJPO BOE &OSJRVF "DFWFEP 6OJWJTJPO DBNF VQ XJUI B TMPHBO GPS UIF -BUJO "NFSJDBO BE DBNQBJHO 8FBMUI &EVDBUJPO &OWJSPONFOU 8&&

9. CELEBRITY AND INFLUENCER ENGAGEMENT Celebrity Selection Process » .VTU UBSHFU MPDBM DFMFCSJUJFT BOE IFSPFT UP FOHBHF QFPQMF » /P POF XBOUT UP HP GJSTU IPOF JO PO B GFX TNBSU XJMMJOH BOE BCMF DFMFCSJUJFT UP HP GJSTU » "VUIFOUJDJUZ UBSHFU DFMFCSJUJFT UIBU BSF BMSFBEZ QBTTJPOBUF PS UBQQFE JOUP UIF NJTTJPO PG UIF 4%(T » 4VHHFTUJPO UP DSFBUF BO BEWJTPSZ DPVODJM PG DFMFCSJUJFT Call to Action

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» »

&NQIBTJ[F BDUJPOT CVJME BDIJFWFNFOU TJNQMF BXBSFOFTT EPFT OPU BDDPNQMJTI BOZUIJOH

.VTU JODMVEF FWFSZCPEZ OPU KVTU DJUJ[FOT GSPN POF TPDJP FDPOPNJD DMBTT PS SFHJPO PG UIF XPSME

» »

6UJMJ[F DSPXETPVSDJOH BT B NFBOT PG BNQMJGZJOH TUPSZUFMMJOH BOE BDUJPO &OTVSF XF BSF OPU SFJOWFOUJOH UIF XIFFM MPDBM PSHBOJ[BUJPOT UIBU BMSFBEZ FYJTU XPSLJOH PO UIFTF JTTVFT TIPVME CF BU UIF DPSF PG UIF DBNQBJHO

#MFSI2015

10. CREATIVE MECHANISMS FOR SPONSORSHIPS AND FINANCING 5IJT TFTTJPO GPDVTFE PO BOTXFSJOH UIF RVFTUJPOT PG: )PX EP ZPV CVJME B NFEJB DBNQBJHO XJUI WBMVF BOE BTTPDJBUF DPNQBOJFT XJUI UIF HMPCBM HPBMT GPS UIF JOJUJBUJWF )PX EP ZPV HJWF DPNQBOJFT B TUBLF JO UIF DBVTF BOE CSBOE FRVJUZ BTTPDJBUFE XJUI UIF HPBMT Motivating Sponsors » » »

"QQSPBDI BMM UZQFT PG CVTJOFTTFT JODMVEJOH GPVOEBUJPOT BOE 'PSUVOF BOE HSPVQ DPNQBOJFT JOUP TFDUPST UIBU DBO DPNQFUF UP CF UIF CFTU PO SFBDIJOH QBSUJDVMBS 4%(T &NQIBTJ[F UIBU JO BEBQUJOH UIF HPBMT DPNQBOJFTË CSBOE FRVJUZ XPVME JODSFBTF %JBMPHVF JT LFZ XJUI DPNQBOJFT BCPVU XIBU UIFZ XPVME XBOU XJUI UIF HPBMT NFFU DPNQBOJFT BOE TUBLFIPMEFST BOE GJOE PVU XIBU XPVME CF GFBTJCMF GPS UIFN

Emphasizing Corporate Responsibility » &BDI JOEVTUSZ PS TFDUPS TIPVME CF BTTJHOFE B DBVTF 5IFO UIBU JOEVTUSZ DPVME CF DBMMFE PVU UP TUFQ VQ BOE SFTQPOE UP UIF OFFE » .JMMFOOJBMT XBOU UP GFFM HPPE BCPVU XIBU UIFZ CVZ TP FNQIBTJ[F UIBU DPSQPSBUF QBSUOFSTIJQ XPVME CFOFGJU UIF DIBSBDUFS PG DPNQBOJFT » 4VHHFTUFE DBNQBJHO JEFB È8PSME 0MZNQJDTÉ XIFSF DPVOUSJFT BOE DPNQBOJFT DBO DPNQFUF GPS TPDJBM HPPE Visibility » »

6TF PG JDPOT BT B GPSN PG SFDPHOJ[FE QBSUOFSTIJQ $PMMBCPSBUJPO CFUXFFO 6/ BOE UIF NFEJB UP QVCMJDJ[F HSPVOE FGGPSUT BOE BDUJWJUJFT GPDVTFE PO BDDPNQMJTIJOH HPBMT

11. CORPORATE INTERNAL BUY-IN AND EMBEDDING SUSTAINABLE INFRASTRUCTURE CAMPAIGNS INTO CORPORATIONS Bridging the Gap between Public/Non-Profit and Private Sector » %FWFMPQNFOU PG B CVTJOFTT QMBO UP BMJHO UIF 6/ËT HPBMT XJUI UIF QSJWBUF TFDUPSËT HPBMT » /FFE GPS DPNNJUUFE CSBOE BMMJFT UP FTUBCMJTI DSFEJCJMJUZ BOE JOTQJSF QBSUJDJQBUJPO GSPN PUIFS DPNQBOJFT »

2VBMJUZ WT 2VBOUJUZ 1BSUOFSTIJQT 4USBUFHJDBMMZ UBSHFUJOH QBSUOFST UIBU XJMM QSPWJEF UIF NPTU FGGJDJFOU BOE JNQBDUGVM BTTJTUBODF

Financing Initiatives » 'JOBODF %FWFMPQNFOU $POGFSFODF +VMZ XJMM EJTDVTT IPX UP GJOBODF UIFTF JOUJBUJWFT » *ODMVTJPO PG UIF "E $PVODJM BOE NFEJB DPNQBOJFT UP GVOE 14"T Sustaining Success » ,FFQ JTTVFT GBNPVT JTTVFT BOE JOJUJBUJWFT SFNBJO QSFTFOU JO UIF NFEJB » $PSQPSBUFT OFFE UP GFFM UIF TVDDFTT PG JNQMFNFOUJOH HPBMT TVQQPSUFE CZ JNQBDU FWBMVBUJPO BOE EBUB

@PVBLICF

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COMMITMENTS %VSJOH UIF TVNNJU BUUFOEFFT GSPN B XJEF SBOHF PG MFBEJOH NFEJB DPNQBOJFT NBEF DPNNJUNFOUT PG UIFJS DPOUSJCVUJPOT UP TVQQPSU 17#-*$ UIF 4VTUBJOBCMF %FWFMPQNFOU (PBMT BOE UIF .PTU *NQPSUBOU $BNQBJHO 17#-*$ 'PVOEBUJPO XJMM DPPSEJOBUF UIF DPNNJUNFOUT NBEF UP GJU UIF OFFET PG UIF DBNQBJHO

5IFTF CSBOET SFQSFTFOU B DPMMFDUJPO PG TPNF PG UIF NPTU QPXFSGVM MFBEFST JO NFEJB TQBOOJOH UIF SFBMNT PG CSPBEDBTU OFXT QVCMJD SFMBUJPOT BEWFSUJTJOH BOE DPOTVNFS QSPEVDUT $PMMFDUJWFMZ UIF CSBOE WBMVF BOE DPOTVNFS QBTTJPO CFIJOE FBDI PG UIFTF QBSUOFST QPTTFTTFT UIF QPXFS UP JOGMVFODF TPDJBM DIBOHF BOE BTTJTU UIF 6OJUFE /BUJPOT JO BDDPNQMJTIJOH UIF 4VTUBJOBCMF %FWFMPQNFOU (PBMT

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#MFSI2015

THE VISION IS TO CREATE AWARENESS AND MOBILIZE GLOBAL SUPPORT FOR THE SUSTAINABLE DEVELOPMENT GOALS OVER THE NEXT 15 YEARS. @PVBLICF

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MEDIA FOR SOCIAL IMPACT SUMMIT 2015