Bay 0NE Campaign

Comm Su1.uu2
Rachel Natza

Company0iganization 0veiview
0NE is a global auvocacy campaign oiganization fighting extieme poveity, hungei, anu
pieventable uisease by iaising public awaieness anu piessing political leaueis to suppoit
polices anu piogiams that aie effective anu cieate change.

The mission of the 0NE campaign is to be able to achieve change thiough theii auvocacy
woik. The change is biought by holuing woilu leaueis accountable to the commitments they
maue to fight extieme poveity. The movement also suppoits tianspaiency to make suie
that the polices set in place to eliminate poveity aie being put into place as effectively as
they can. The 0NE campaign seeks to campaign foi bettei uevelopment polices foi
impoveiisheu countiies anu pioviueu moie substantial aiu anu tiaue iefoim.
1


The histoiy of the 0NE campaign goes back to }anuaiy 2uu2 when Bono anu Billy Shiivei,
along with activists fiom the }ubilee 2uuu Biop the Bebt campaign, founueu the gioup
known as BATA, which stanus foi Bebt, Aius, Tiaue, Afiica. It was a multinational Nu0
cieateu foi the puipose of obtaining equality anu justice foi Afiica. The effoits of the
campaign incluueu uebt ielief, changing the tiaue laws foi Afiica, eliminating the AIBS
epiuemic in Afiica, stiengthening uemociacy, fuitheiing accountability by the wealthiest
nations anu Afiica leaueis, anu establishing moie tianspaiency towaius the people.

In 2uu4,while BATA continueu its effoits to eliminate poveity, the 0NE campaign was
founueu (11 oiganizations with BATA being one of them). In Nay 2uu4, the official launch
ially was helu at Libeity Nall, wheie 2,uuu people as well as Bono anu Baviu Beckman
(Piesiuent of Bieau foi the Woilu) attenueu. With this launch, young people saw that they
coulu be agents of change anu help in implementing the global change that they wanteu to
see. In }uly 2uuS, Bob ueluof (with help fiom Bono), BATA anu othei oiganizations put on
the Live 8 conceit. The Live 8 conceit's slogan was, "make piomises happen." The conceit
was heaiu by S billion people anu incoipoiateu the mission of BATA anu 0NE to enu
poveity anu piessuie leaueis to woik foi a bettei woilu. The conceits took place in the u8
countiies as well as South Afiica, anu bioaucast acioss the Woilu. Even with all this
notoiiety, the conceit's main puipose was not to iaise money but to get names anu have
people sign up to get involveu with the campaign. They knew that young people weie able
to give theii voice moie than they weie able to give money.

At the enu of 2uu7, 0NE launcheu its 0NE vote 'u8 campaign. The campaign was built
aiounu the iuea of getting young people involveu in the public uiscouise with piesiuential
canuiuates about the issues of global uisease anu poveity. The campaign wanteu all the
canuiuates to make the fight against global poveity pait of theii key plans in theii national
secuiity anu foieign policy platfoim. By 2uu8, the 0NE campaign ueciueu that it woulu
meige with BATA in an effoit to make theii cause even biggei
2
.

1
AbouL CnL." Aboot ON.CnL.Web.03 uec. 2012 <hLLp://one-
org.s3.amazonaws.com/us/wp-conLenL/uploads/2012/11/AbouLCnL_030112.pdf>
2
8ono's u.S.-based anLl-poverLy groups merge." 8ooos u.5.-boseJ ootl-povetty qtoops
to metqe. 8euLers, 29 CcL. 2007. Web. 03 uec. 2012.

0NE uoesn't have a specific taiget maiket ovei anothei. The campaign is meant to taiget
people who want to uo something about enuing poveity anu believe in the fight. They want
to ieach the people who take the cause tiuly to heait anu want theii vices heaiu but people
who will also put foith action to uo what they neeu to uo to enu the fight. They taiget the
actions speak louuei than woius people.

NEBIA A0BIT

The 0NE campaign has been faceu with many meuia challenges ovei the yeais. In }anuaiy
2uu9, Afiican economist Bambis Noyo wiote a book calleu !"#$ &'$( )*+ &'$ ', -./
).01'23 #2$ 4.5 6*"0" ', # 7"//"0 )#+ 8.0 &90':#; that iaiseu questions about how
goveinment aiu was being useu to help uefeat poveity as well as othei global issues. 0NE
has been ciiticizeu foi speaking out against the book. Nany news souices anu blogs; vilifieu
0NE as a oiganization that is a misguiueu, ignoiant bully aftei they ciiticizeu Noyo foi
saying that aiu is bau foi these poveity stiicken countiies in Afiica
S
. The aiticles also makes
0NE's management look unoiganizeu anu neglectful. In 2u1u, news aiticles weie publisheu
citing that less then 1% of 0NE's funus weie going to help on the giounu
4
. The aiticles uetail
that 0NE gives lavish gifts out to news souices as pait of getting news attention foi events.
Almost all the aiticles all put Bono as the fiont man of the cause anu focus on him as if he
was uoing all these things peisonally.

0NE just ieally wants to have the voices that will help eliminate poveity heaiu anu that will
constantly peipetuate the cause. To uo this, 0NE's goal is to make young people the voices
of theii cause anu give them anu oppoitunity to speak out against extieme poveity.

Situation Analysis
The 0NE campaign is focusing on gaineiing the attention of young people anu calling them
to action. Cuiiently, the 0NE campus Challenge
S
pioviues college anu univeisity stuuents
with the chance to have theii voices heaiu by paiticipating in cieative challenges, life-saving
actions anu euucational events with alumni, fiienus, anu piofessois to uige political leaueis
to suppoit smait anu effective piogiams that can save lives. Still, 0NE isn't on all campuses
anu even the campuses that have a chaptei aien't filleu anu many stuuents uo not know
about it. 0NE's woik with young people will be the way that futuie geneiations will pass on
the cause.

<hLLp://www.reuLers.com/arLlcle/2007/10/29/us-bono-campalgn-
lduSn2933836320071029
3
Wllllamson,kevln u. uead Ald, Llve uebaLe."Notloool kevlew Oolloe.13 Apr. 2009.
Web.03 uec. 2012. hLLp://www.naLlonalrevlew.com/arLlcles/227241/dead-ald-llve-
debaLe-kevln-d-wllllamson.
4
8ono's CnL loundaLlon under llre for Clvlng LlLLle over 1 of lunds Lo CharlLy.Moll
Oolloe.ually Mall, 23 SepL. 2010. Web. 03 uec.
2012.hLLp://www.dallymall.co.uk/news/arLlcle-1314343/8onos-CnL-foundaLlon-glvlng-
Llny-percenLage-funds-charlLy.hLml.
3
CnL Campus Challenge." ON compos
cbolleoqe.CnL.Web.03uLC.2012<hLLp://campus.org/abouL


Natza Communications will woik with 0NE in oiuei to piomote its cause anu iaise
awaieness about extieme poveity with an entiiely new uemogiaphic. Togethei 0NE will be
seen as an oiganization that gives a voice to young people passionate about the Woilu's
pioblems. In the spiiit of appealing to a youngei uemogiaphic anu uiveisifying away fiom
Bono as its public face, 0NE will enlist a wiuei iange of celebiity activists. Anu to
uemociatize the piocess, 0NE will builu a platfoim to encouiage inuiviuuals to stanu up foi
Woilu poveity anu be heaiu.

With the 0NE campaign Natza Communications will builu on the success of campaigns like
"Woilu AIBS Bay," by cieating a new global poveity uay, calleu "Bay 0NE." The campaign
will ask people to commit to a new yeais iesolution of ieuucing poveity by uonating theii
time oi money uuiing the next yeai.

The objective of the campaign is to inciease involvement of paiticipants not only in college,
but all ovei the woilu. 0NE will be a householu name among young people anu theii peeis
anu will cieate a soliu founuation foi all those who follow in futuie geneiations.

Reseaich Plan
In oiuei foi oui key messages to succeeu anu foi us to unueistanu how oui taiget will be
ieceptive to the campaign, theii neeus to be effective anu stiategic ieseaich.
Focus gioups: We will conuuct foui uiffeient focus gioups with mixeu
membeis of oui taiget auuiences so that we can optimize the app to be
moie effective.
o Within the focus gioup we will uistiibute the app on smait
phones anu have gioup membeis test it out. At the enu of the
session, paiticipants will be askeu how they enjoyeu the app anu
if the app is effective in getting the key messages acioss.
Suiveys: We plan to cieate a suivey that is centeieu aiounu what makes
people want to use an app.
! The suivey will consist of questions that can answei why
a peison will use the app. These iesults will help us in
uevelopment of the app latei anu will help us in uefining
oui key taiget auuiences latei.

Communications 0bjectives
We will ievitalize the bianu by getting moie young people involveu anu
putting them to the foiefiont of the cause
By ueemphasizing the use of Bono, we hope to make iegulai eveiyuay
people the faces of 0NE anu this emphasizing that anybouy can get
involveu too.
By also woiking with iegulai eveiyuay people we hope to make peei
influencing a biggei aspect in getting people involveu with the cause.
0NE wants to show the public that it will accept ciitical feeuback anu
iesponu in a positive way. 0NE alieauy has a Facebook anu twittei but
by making viueos with iesponses that peisonally auuiess the people anu
the situation will take the oiganization seem moie appioachable
We will woik to get moie news stoiies (locally anuoi nationally) that
will centei aiounu the woik anu effoit that the young people aie putting
foith. Not only will this help in uetiacting fiom any news stoiies that aie
less favoiable but it also show the many aspects anu uiffeient ways to
get involveu with 0NE.

Taiget Auuience

The app will taiget both males anu females ianging fiom 18-SS, young
auults who aie technologically savvy anu have an inteiest in saving the
woilu.
The app will sepaiately focus messages to both male anu female but will
have similai themes between them.
Nales: in this age iange aie moie technologically savvy anu
aie constantly pluggeu in. At the moie oluei enu of the
uemogiaphic aie those en who will finu that getting involveu
with the cause will make them appeai coolei anu peihaps
woiluly
Females: aie moie focuseu on status anu nevei wanting to
miss anything. Baving an app that will uisplay woilu wiue,
nationally, anu locally the most cieative pictuies of the uay
anu a cieativity ianking system will make moie women want
to get involveu to see if people aie voting foi them anu how
cieative they can be.
The app will also focus sepaiate messages towaius both people using the
app because it's the newest app anu those who aie inteiesteu in saving
the woilu
People who will use the app because it's new: aie moie
focuseu on what is the coolest, new app anu if people can see
that youi using it. These people will ieceive messages about
how cool the app is anu how you can link it to Facebook anu
Twittei, so that theii fiienus can see.
People actually inteiesteu in saving the woilu: aie focuseu on
uoing goou anu making a change. These messages that these
people will ieceive will show the app as a way foi them to get
involveu iight fiom theii couch at anytime of the uay. It is not
only time consuming but sometimes cost money to get
involveu with an oiganization anu this app eliminates that
anu gives a way foi all people to get involveu.
Key Nessages
1. The geneial message of this campaign is that young people aie the futuie anu that
the choices they make now will affect the whole woilu.
2. 0NE is an oiganization that stanus to eliminate poveity whose young people will
use the powei of theii voices anu theii peeis to pass on theii influence to futuie
geneiations anu help save the woilu.

Stiategic Communication Tactics
!"#$"%#&'
In a leau-up to 0NE's global poveity uay, "Bay 0NE," we will use a vaiiety of new meuia
anu olu meuia maiketing tactics. Foi new meuia, we will launch an app calleu, "Bay 0NE,"
wheie people will take pictuies of themselves anywheie they want holuing up one fingei in
suppoit of the Bay. 0n the olu meuia fiont, we will eain piess by hosting a seiies of events
aiounu, "Bay 0NE". In 0ctobei, we will holu a piess luncheon wheie the, "Bay 0NE," app
will be launcheu. Following the launch of the app, theie will be a paity on New Yeais Eve
that will piomote, "Bay 0NE," which will be }anuaiy 1
st
. Both events will have spokespeople
at them as well as celebiities. Regulai people will be inviteu to both piess luncheon by
invitation only. Foi the luncheon, winneis of the 0NE Campus Challenge will be inviteu anu
the foi the paity, people who have top ianking pictuies on the, "Bay 0NE," app will be
inviteu.

)*+,#-*#+*.#'
With the taiget maiket on the campaign being men anu women ages 18-SS, the
iole of the spokespeison will be somebouy who is young, cuiient , anu
iesponsible.
o This peison will have to be somebouy who is siit of new to the scene anu
highly successful such as Keiiy Washington oi Bayuen Panettieie.
o Theii talking points will incluue what 0NE is, what they uo, anu how
young people can be agents of change.

/0$1#2 3#2%0 4056%5-'
National bioaucast netwoiks along with long-leau magazines will be the piimaiy focus of
the eaineu meuia coveiage. The spokespeison will speak with tiauitional meuia outlets,
appealing to eveiyone within oui taiget auuience is, who aie focuseu on changing the
woilu.

A *$#-- .7158#+1 will be helu to launch the app. With the spokespeople, along with Bono
anu Bill Clinton anu some select young auults chosen thiough the 0NE Campus Challenge.
The spokespeison will talk about the app, anu link it back to 0NE's main goal of
eliminating poveity thiough the use of young people anu theii voices.
Bill Clinton woulu also speak at the luncheon anu to the piess as a way to tie into
0NE's objective of holuing nations leaueis accountable foi cieating change in
theii countiies to enu poveity.
This will most likely get coveiage fiom top-tiei newspapeis such as the New
Yoik Times anu Wall Stieet }ouinal because of Bill Clinton being in attenuance
anu ueclaiing not only his suppoit foi the cause but foi how cool the app is.
These top-tiei newspapeis aie peifect because a wiue iange of oui taiget
auuience gets theii piimaiy news fiom these souices.
The event will also most likely be coveieu by tech bloggeis who aie ieliable anu
notable souices. Blogs like Tech Ciunch will be inviteu to the event so that its
ieaueis will know about the launch of the app. This appeals to the taiget maiket
of the people who like to use cool new apps peifectly.

An /"#16 will be helu on New Yeais Eve that will highlight global poveity uay calleu, "Bay
0NE."
The event will be a paity on New Yeais Eve with celebiities along with oui
spokespeison. Theie will be iegulai people inviteu who have been chosen
because of theii high ianking on the app..
The paity will be the paity that is nationally bioaucasteu aftei the bal uiops in
time squaie. National bioaucast netwoiks such as E anu NTv will be goou
because this is wheie a laige majoiity of oui taiget auuience watches Tv.
Long-leau magazines such as People anu vogue aie also goou meuia outlets who
shoulu covei this event. 0ui taiget maikets, especially the women will
appieciate knowing who was in attenuance at this paity anu what they weie
weaiing. By getting into these publications not only uose it help in ieaching oui
taiget maiket moie effectively but it also auus faces to the cause. Noie
celebiities will equal moie people wanting to get involveu with 0NE.
9%:%60. 3#2%0 4056%5-
While we will use uigital meuia to launch the app anu piomote the New Yeais Eve paity, we
will also use the app as a uigital meuia tactic in oiuei to piomote, "Bay 0NE".

Facebook: In auuition to cieating Facebook pages foi both the launch anu the paity, we
intenueu to use Facebook foi auveitising to bettei ieach oui taiget auuience. These
Facebook aus will consist of:
viueos of celebiities who will be in attenuance at the paity
They will talk about 0NE, why it is impoitant foi young people to get
involveu anu how people can get involveu.
The aus will give the uate of "Bay 0NE" anu the peison will be able to
click thiough to 0NE's webpage
Since most people have Facebook, getting oui taiget maiket to click on these aus shoulun't
be that haiu, especially when celebiities aie involveu.

Twittei: We will buy a hashtag in oiuei to piomote, "Bay 0NE," incluuing the app anu the
New Yeais Eve paity. The hashtag will be bought aiounu the miuule of Septembei in oiuei
to cieate buzz aiounu the app launching. Some thoughts foi hashtag names incluue:
#Bay0NE
#0NEuay
# 0NEuaytomakepoveityhistoiy

App: We will cieate an app wheie people all acioss the woilu can take pictuies of
themselves holuing up one fingei. This app will be useu to piomote, "Bay 0NE," as well as
cieating a following foi the 0NE oiganization. The cieation of this app will accomplish the
goal of getting youngei people involveu because they aie in touch with the coolest apps.

Because most of oui taiget auuience is status obsesseu anu afiaiu on missing out, the app
gives them an oppoitunity to keep tabs on theii fiienus as well as see how cieative they aie
oi how much attention theii pictuie is getting. To uo this the app will have a featuie wheie
you can vote anu iank the pictuies that you fiienus, people in youi state, people in uiffeient
countiies post. By having the ianking woiluwiue we will piomote becoming moie globally
awaie which is also an unueilying theme of the oiganization. At the enu of each week, theie
will be a pictuie selecteu as the pictuie of the week. Because the app knows wheie you aie
locateu the pictuie of the week will be fiom somebouy in youi immeuiate aiea. The app will
encouiage fiienus to shaie the pictuies anu theiefoie passing along the message to othei
people.