Welsh Happiness Day
BBC Wales
Spread the Love
Client / Sector :
Not-for-profit
Target market :
Those in rural African communities with little access to internet and information about social distancing measures
Deliverables :
Media relations – press release, bespoke media list in UK and Nigeria, supporting imagery
Social media support – bank of social media content and management of the UK and Nigerian social accounts
Digital advertising – promoting lyric video and official music video in UK and Nigeria. Encouraging donations appeal in the UK
Project Overview :
As 68% of the adult population in Nigeria are illiterate and have limited access to the internet, reaching a population of 195.9 million to encourage social distancing and take precautionary measures was no easy feat. After all, how do you ensure important coronavirus messages reach the most vulnerable and remote people during this urgent time?
To tackle this back in April, United Purpose partnered with popular Nigerian music artist, Sunny Neji to write an uplifting and catchy new song to ensure important coronavirus messages reach the most vulnerable and remote people in sub-Sahara Africa.
Together We Will Beat It brought to life the measures needed to stop the spread of the virus – washing hands, staying at home, social distancing – and it had one important message, to ‘spread the love not the virus.’
We wanted to shout from the rooftops about Sunny Neji’s new song, and we did this through social media, media relations and targeted digital advertising to up those video views and get the message out there. It was great to see such an uplifting and positive response to Sunny and United Purpose’s song and message – Spread the love, not the virus.
Spread the Love
Client / Sector :
Not-for-profit
Target market :
Those in rural African communities with little access to internet and information about social distancing measures
Deliverables :
Media relations – press release, bespoke media list in UK and Nigeria, supporting imagery
Social media support – bank of social media content and management of the UK and Nigerian social accounts
Digital advertising – promoting lyric video and official music video in UK and Nigeria. Encouraging donations appeal in the UK
Project Overview :
As 68% of the adult population in Nigeria are illiterate and have limited access to the internet, reaching a population of 195.9 million to encourage social distancing and take precautionary measures was no easy feat. After all, how do you ensure important coronavirus messages reach the most vulnerable and remote people during this urgent time?
To tackle this back in April, United Purpose partnered with popular Nigerian music artist, Sunny Neji to write an uplifting and catchy new song to ensure important coronavirus messages reach the most vulnerable and remote people in sub-Sahara Africa.
Together We Will Beat It brought to life the measures needed to stop the spread of the virus – washing hands, staying at home, social distancing – and it had one important message, to ‘spread the love not the virus.’
We wanted to shout from the rooftops about Sunny Neji’s new song, and we did this through social media, media relations and targeted digital advertising to up those video views and get the message out there. It was great to see such an uplifting and positive response to Sunny and United Purpose’s song and message – Spread the love, not the virus.
Results
10 pieces of coverage – mix of broadcast and online and 5.9 m total OTS
Social media – 373.4k video views, 1.5m reach, 2.2m impressions and 242.7k engagements
Digital advertising – 2.1m paid impressions
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