United Nations MDGF
content Strategy
Using external and internal campaigns to generate content and increase engagement.
UNITED NATIONS MDGF
Content Strategy
United Nations MDGF
Content Strategy
Using external and internal campaigns to generate content and increase engagement.
Problem
The MDGF faced a challenge. They were coordinating thousands of programs into a single strategy but each program was led by a different UN Agency. Program managers and communications staff for programs had their own goals and needs and their own agencies and national bureaus to work with and their own challenges to meet. How could the MDGF get the content to connect citizens around the world to UN’s Sustainable Development Goals and get content from programs that might be in Saigon, Lima, or Brazzaville when the programs already had their own workload?
Solution
Engage internal partners and external audiences through contests and build long-lasting partnerships with both through listening to their needs and adding value to their lives.
External Audiences:
Campaign “Got Schooled”
The campaign’s strategy focuses on ensuring highly interactive ways for citizens to get involved. Hosted on a dedicated and localized microsite/landing page that features campaign content, exclusive celebrities’ and influencers’ school photos and memories, information about girls education, and an area that features user-generated content.
Citizens go to microsite and upload their school photo, select a fact about girl’s education supplied by MDGF/UNICEF to overlay on their image and download it to post on social media. All images posted on Instagram that are tagged then appear on the microsite. Every Photo says I #GotSchooled so I know that… FACT. (Facts include community benefits to educating women, women’s literacy rate relative to men, income benefits of education, education’s protective effects against teen pregnancy, child marriage and domestic abuse.)
Generating Partnership Content
By creating an internal contest for UN programs’ best content, MDGF was able to build long-term relationships with offices and programs around the world while solving content bottlenecks in the short term. Programs could submit any form of content (a single photo, a video, a social media post, an article or brochure) to ensure all programs could participate regardless of their communications budget.