Background Information
ABOUT GLOBAL CITIZEN:
Global Citizen
We are a social action platform for the global generation that wants to solve the world’s biggest
challenges. On our platform you can learn about issues, take action on what matters most and join acommunity committed to social change. We believe we can end extreme poverty by 2030, becauseof the collective actions of global citizens across the world.
Through our disruptive mix of compelling content and events, grassroots organizing and digitalchannels, we are building the world’s largest movement for social action. We organize massive
global campaigns to amplify the actions of global citizens, including the Global Citizen Festival thattakes place every September in New York City. Each year world leaders and artists take the stage inCentral Park in front of 60,000 people who earn their tickets by taking action.
We focus on building a global movement for change: mobilising people to make a difference now,and changing the systems and policies that keep people in poverty. We do this by: Aligning with the goals provided by the United Nations Sustainable Development Goals(SDG) Campaigning for government, business and consumer action that will create importantsystemic change for the world’s extreme poor, and Building a movement that engages and educates people, and supports them to take simple
but effective individual actions for change.
CEO & Founder, Hugh Evan’s TED Talk "Why are our dreams limited by where we’re born? "OUR PURPOSE:
We give meaning to being a Global Citizen in these ways:
JOINING IN- Get smart, sign up, be part of our global community
SPEAKING OUT - Make our voices heard, express our shared values, recruit our friends
TAKING ACTION- Make an impact, measure our impact, live our values, change the world

OUR CREATIVE TERRITORY
I AM A GLOBAL CITIZEN: Our core story is one of identity: an individual story that defines who weare, how we live our life, what actions we take, who we call our friends, and what our world looks
like. At the heart of the story is a moment of transformation and inspiration: the instance ofindividual agency when we changed ourselves to make the world a better place.

We seek to tell the stories of real people becoming global citizens - from the everyday to therenowned- in their authentic voices and contexts. All of our ideas may differ in content, but they
always highlight the individual participant as part of the collective movement.

Tonality
Friendly but not flip
Smart but not smug
Driven but not dull
Uplifting and urgent
Bold and bright
Brand Values
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Improving ourselves & our world. Global change begins with changing ourselves. We makethe world a better place by making ourselves better people. Lifestyle choices, purchasedecisions, career moves, personal education, political actions: they define who we are, who
we befriend and the world we choose to live in.
Hungry to learn & share. New sources of information are everywhere. Our restless quest isto learn and share learning rapidly: to acquire knowledge and disseminate it to our friends as
an expression of our identity.
Diversity & equality. Our world is becoming more diverse with every passing year. We insist
on tolerance, equality and open-mindedness. We celebrate our differences and diversity.
We believe in collective action as well as our individual freedom.
Change is constant. In an uncertain and rapidly changing world, we are optimistic about thedirection of change and embrace the opportunities presented by the global transformationthat is all around us.

Our Beliefs
We believe that our work today is more important than ever towards resolving the deep divisions in
our society. The cultural divide that expands across class can not be resolved with isolationism nor
by building walls and cutting aid
We strongly believe that through the global community of citizens who support local initiatives, thevision of true global citizenship and a world without want will be realized.
Our Challenge
It is critical for us to be able to articulate what we represent to a world that is desperate for unityand equality, no matter where one was born, because we are all Global Citizens. We want to assure
people that we offer a way for them to channel their growing frustration with this divided world,
into proactive activism, and therefore, create a better planet for all.
As an advocacy organization who rallies diverse movements on the ground and online, we often
struggle to articulate who we are, clarity of mission and what global citizenship means and move
citizens to action and advocacy. What we stand for is more relevant than ever and we want toarticulate that message.

THE BRIEF
Create an iconic print ad which clearly explains what GC stands for with meaningful call to actionWhen we come together to work for the greater good, we become global citizens.
This ad must include a way to leverage the campaign or part of the campaign on digital outlets.
Campaign ObjectivesThis print ad must further the Global Citizen movement.
It must be striking and iconic.
It must successfully call the print audience to action asking the print audience to become
digital activists. Ultimately check us out online and become a Global Citizen activist.

Target Audience
We aim to reach and recruit the largest possible number of people who care about global issues.
At the center of our target is empowered millennials- 18-35 years old, female 70/ male 30.
We want to focus on the unlikely to vote regularly, who are in the swing middle which has
irregularly engaged with our work movement-Statistics about your key target audiences (BD/Marketing) Link here to Metrics

Current Audience Insights:
Our audience isn’t them. Our audience is us.
Registered Users -succinctly, our most engaged audience is Female, Caucasian, no children, welleducated and are just embarking on their careers.
- 69% Female- 72% Caucasian- 35% Single & 30% are couples without children- 46% are well educated (College + Post Graduate Degrees)- 78% annual salary > $35k / year
- 93% are registered voters (28% are infrequent voters)- 22.6% (2.03MM) users via social channels (YouTube, G+, FB, Tw, Insta, Tumblr)
Seasoned Advocate (aka Christine): Christine is a believer. She cares about issues related to global
poverty and believes that these problems are solvable and that her contributions can have ameaningful impact on people’s lives. Christine has been involved in other advocacy organizations
before, and is likely currently active in another. She understands the influencer model, and trusts it.
She is dialed-in to the advocacy space, and rapidly moved to the point of taking online advocacy

actions. She wants content that can make her smarter and deepen her understanding about specificissues. She also seeks a steady diet of actions she can take to impact these problems. Christine is not
personally interested in events of celebrity aspects of social movements, but does recognize thevalue of raising the issue’s profile on a global scale.
Empathy Builder (aka Sarah): Sarah reads and cares about social issues. She was raised in a family
that was involved directly in helping out those in need including volunteer work at a local foodbank.
These experiences instilled a deep sense of moral obligation to help others, and a belief that she canimpact people’s lives. Now an adult, Sarah is seeking out an organization where she can “make adifference” despite her busy schedule. Sarah doesn’t yet understand the petition model or how
online actions make a difference, but is eager to learn and contribute. She wants to understand how
the broader set of issues including sanitation, education, and the environment all connect up tosolving for global poverty. She is eager to share her experiences and enlighten friends and family
about the potential to make the world a better place.
Half Believer (aka Kyle): Kyle heard about a certain social movement through his friends, and saw
festival footage. His interest is piqued about it as an effective force for driving change aroundpoverty. However, his intermittent interactions with this particular organization thus far haven’t
done enough to offset his general mistrust of organizations as vehicles for social good. Kyle can be
won over, but needs a better understanding of the organization’s mission, education about theissues, and perhaps most importantly, evidence that it is having an impact on people’s lives - directly
or indirectly. Kyle is more likely to interact through social channels, perhaps through his newsfeed.
He needs content that will educate and instill trust. Kyle doesn’t yet understand the petition modelor how online actions make a difference, but is eager to learn and contribute. He wants tounderstand how the broader set of issues including sanitation, education, and the environment allconnect up to solving for global poverty. He wants to be armed with information to come across as“in the know” in social settings.
Festival Fan (aka Jason): Jason wants to drink a pint or three with Ed Sheeran. He attends University
in Boston but will hop the train to NY if he won tickets to the festival. Jason noticed an email from asocial movement organization announcing another chance to win tickets to the festival this year, hejumped right on and completed all the actions within a couple of days. Jason was one of the luckyones, and won tickets. Going in, he knows that this organization has a social mission, but this is truly
a side-dish to the main course that is Beyoncé. Jason was always aware of global poverty as amajorsocial issue, though he never previously felt strongly enough to make it a personal priority. The
strange thing is, he was actually inspired at the festival seeing 10s of thousands of people who wereinto the cause led by major celebrities. He has always been interested in environmental issues, butlearned at the Festival how it deeply affects the world’s poor. He is open to learning more.

Tone of voice
We speak with the voice and values of our generation:▪ Friendly but not flip
▪ Smart but not smug
▪ Driven but not dull
▪ Uplifting and urgent▪ Bold and brightUser messaging revolves largely around calls to actions, including:▪ Learn about issues that contribute to the world’s biggest challenges▪ Take Action on the issues that you care about most
▪ Join the Movement be part of an international community committed to
global causes (“Join the movement. Be a Global Citizen.” / “Join themovement. Become a Global Citizen”)▪ Get Rewards for your efforts by earning points as a Global Citizen.
We must remain bipartisan in all messaging
Style GuideTimeline
We would want this to be a foundation KO post Cannes for specific engagement ahead of ourHamburg Festival on July 6 and lead into broader amplification ahead of the NYC GC Festival Week
September 16-23. Again, it would be great to unpack some of this campaign for future evergreen
work.