peace one day

strategy and leave behind

return to peace campaign

the project & peace one day

“ 21 September is Peace Day- a day for individuals to become a part of wide scale community action, as well as a day that pro-vides a window of opportunity for aid organizations to carry out life-saving work. ” -http://peaceoneday.org

Peace one day created the white pencil award together with D&AD, it is a student award with a written brief of where we were to create growing global awareness and engagement with the origination Peace One Day.

I did this project, in the strategist role, together with my friends and fellow students:

Andrea Rendradjaja- Art DirectorMary Wuensch- Art DirectorKc Hong- Copywriter

With teacher support from Bryan BirchCameron Maddux

Insight

What comes to mind when people are asked whatthey think about when you hear the word peace, they think about war. The definition of peace had originally nothingto do with war. Lets go back to that. Lets start with You.

Strategy

For this campaign to go global, we need to have 20 % of the world population to pay attention for a cause of this kind to be seen successful and to stick with people. Therefore we need to reach 1.4 billion people worldwide.

WE NEED TO REACH THE CRITICAL MASS

what we need to do

1.4 billion people world wide

We want to connect people and their peace at sharable social media sites and trough text messaging. You will be encouraged to share your peace and comment on others, it can be a photo, a video or a message of what peace means to you.

Strategy how will we do that

Text messaging Social mediaphoto & video applications

There are over 6 billion mobile subscribers worldwide today. 4.6 billion of them are activated and sms enabled and 8 trillion text messages the year of 2011.

Why we want you to connect trough text messaging is not only because of..... it is also because of the fact that 90 % of the world-wide texting is made to another person, texting short messages, codes and get responses.

Strategy why text messaging

Messaging is still king

76%sms enabled

6 billion mobilesubscribersworldwide

4.6 billion people worldwide

Source: http://mobithinking.com/mobile-marketing-tools/latest-mobile-statshttp://finance.yahoo.com/news/us-research-acision-shows-sms-110000710.htmlhttp://www.horisen.rs/en/news/news-single-view/

Going online is starting to mean, going on to a social media net-work site. Today there are close to 1 billion active social networkers online and eMarketer predicts with the grow we have seen within the last couple of years, social media will reach 1.2 billion active users world wide by the end 2012.

We do it as a way of connecting, interacting and exploring people and the world, just what we want with “return to peace.”

Connecting, interacting, exploring

Strategy why social media

Source: http://www.emarketer.com/Article.aspx?R=1008870http://socialtimes.com/the-world-social-media-map_b95350

1.2 billion people world wide

84 million people are using apps on their phone. Nielsen recently found that the average amount on each Iphone or Android phone is 41 apps per phone.

Photo and video apps are the app category that has been growing the most in terms off time usage. To tell your peace trough not only stories but pictures and videos are something we believe due to this would attract many people as well as capturing peace in different ways.

Strategy why photo & video apps

Fastest growing app categorieshow much they grew from oct 2011 to march 2012

Source: http://www.technewsdaily.com/4292-smartphone-app-soars.htmlhttp://techcrunch.com/2012/05/08/report-photo-video-now-the-fastest-growing-mobile-app-category/

What I learned

Stay on strategyIn a team with many creative minds, it was my job to make sure that we always stayed on strategy to make sure we were communicating in a way that would drive this project.

Sometimes you need to kill your darlingsWhat is the coolest or is the most fun is not always the best way to go, you need to scrap your ideas if you know they will not work even though it looks amazing

Open communicationTo create a successful team that work well together the communication needs to be open and let everyone have a say.

Work with a team- Group vs pair or soloWorking with a team is vey different then to work in pair or solo. When you work solo or with one other person you are always evolved in the process and it is okay to go and do your own thinking and then bring back what you have. But within a group, the dynamic changes and you are expected to share with everyone not only one other team-member, if not you might step on people’s toes.

Always have half and half at homeNot everyone drinks black strong coffee.

peace one day

Hope you enjoyed this & the casefilm

return to peace campaign

C a ro l i n a I v a r s s o n