CREATE A 60 SECOND VIDEO TO EMPOWER MILLENNIALS TO FURTHER LEARN ABOUT THE
CAMPAIGN, #SHEISEQUAL AND TAKE ACTION IN SUPPORT OF GLOBAL GOAL 5: GENDER
EQUALITY ON THE GLOBAL CITIZEN APP (GC).
BACKGROUND

THE #SHEISEQUAL 6 MONTH CAMPAIGN

Global Citizen is a movement of engaged
citizens who are using their collective voice toend extreme poverty by 2030. On our platform,
Global Citizens learn about the systemic causesof extreme poverty, take action on thoseissues, and earn rewards for their actions — aspart of a global community committed tolasting change. Video on Global Citizen can befound here:
https://www.youtube.com/watch?v=I_d4unf44w

We know that when girls and women areempowered — when she is equal, she can get
an education, decide when to get married andstart a family, and get proper health care —then the world stands to gain. Girls and womenare essential to building healthier, bettereducated and sustainable communities.
Women are often afflicted with some of theharshest aspects of poverty which is why theUN’s Global Goal 5 has become a focal pointfor Global Citizen.

We focus on building a global movement forchange: mobilising people to make a difference
now, and changing the systems and policies
that keep people in poverty. We do this by:

Global Citizens have a critical opportunity toinspire their leaders to stand for what is right in
the world. As countries that once provided
global leadership retreat, it’s imperative thatcountries step up, champion female
leadership, and take action to give women andgirls equal opportunities across a range ofissues: sexual, menstrual, and reproductive
health, economic empowerment, equal
treatment under the law, and equal
opportunities for an education.

Creating Campaigns
Convene Partners for Key Events
Build Movements
We channel the actions of global citizens to getgovernments, businesses & individuals toimplement specific policies & practices that arenecessary to achieve the Global Goals

Full campaign overview can be found here #3: Policy Objectives in the Campaign
Overview:
https://docs.google.com/document/d/14hrPj3
W5AuHtQdo3lW-N3BWizE4zuO9sxhaQtJHmKo/edit?ts=5ade4735

THE CHALLENGE

WHAT’S ESSENTIAL?

With this film ad we want to: Educate and drive
action around the #SheIsEqual Campaign which
will focus on key gender equality measures
globally.

KPIs: Throughout the campaign, Global Citizen
will provide incentivized opportunities for Global
Citizens to take action on gender equality.
Actions will be targeted at GCs around theworld with the aim to generate 500,000+actions.

Fit well within a 6 month storytelling campaignthat was launched on June 5, 2018
To create a movement of passionate Global
Citizens driving towards the same goal.
Resulting in people taking action organically on
the Global Citizen App

Drive engagement and actions globally mostespecially in Europe, UK, US, Latin Americanand Pan-Africa
This campaign is one of 6 campaigns that
Global Citizen drives engagement around somust fit nicely with brand tone.

WHAT TO CONSIDER
Brand Tone:
DO’S
Empower
Educate & Equip Viewer to do more
Inspiring
Be Responsive
Be Uplifting & Authentic
DON’TS
Don’t be formal
Can not be political in nature
Definitely do not guilt trip
No Poverty Porn

TARGET AUDIENCE-52% millennials (18-34)
63% women
93% of US GCs are registered voters
35% single
30% couple, no children
29% college graduate
17% post graduate
2.4 million social followers

EXAMPLE VIDEOS DEVELOPED AND PRODUCED BY GLOBAL CITIZEN:HTTPS://WWW.FACEBOOK.COM/PG/GLBLCTZN/VIDEOS/HTTPS://WWW.FACEBOOK.COM/GLBLCTZN/VIDEOS/1711357135626714/
HTTPS://WWW.FACEBOOK.COM/GLBLCTZN/VIDEOS/1705824999513261/