Ogilvy One U.N. Campaign Focuses On Natural Disasters

Along with their names, time, and money, celebrities are now being asked to donate their social media feeds to good causes.

Consider a pro bono campaign from OgilvyOne on behalf of the United Nations, which is designed to highlight the stories of survivors of natural disasters around the world.

For the effort, the agency is taking over several billboards in Times Square, and -- with their permission -- the social media feeds of numerous celebrities and influencers.

The idea is to use celebrities’ social reach to spread real stories from people affected by crises in countries such as Syria, South Sudan and Afghanistan.

“These stories need to be told but the people behind them don’t have the platform,” said Jeremy Wilson, director of creative strategy at OgilvyOne Worldwide.

“The strategy is to disrupt [users’] newsfeed by enabling anybody to donate the power of their social reach, delivering these stories in the first person on the platform where the majority of discussion takes place,” he added.

While much of that discussion will likely exist on social platforms like Facebook and Snapchat, OgilvyOne also designed an online hub -- worldhumanitarianday.org -- which features relief efforts and the influencers who have donated their social feeds.  

Personalities lending out their social feeds include Ethiopian-American musician Kenna, Chinese concert pianist Lang Lang and British singer Leona Lewis.

“So far, over 10,000 social feeds have been dedicated to telling humanitarian stories,” according to an OgilvyOne spokesman.

The campaign is expected to peak on August 19, World Humanitarian Day, when live speeches are expected from Suroosh Alvi, founder of VICE Media, Ban Ki-moon, Secretary-General of the United States, and other notables.

Australian singer Cody Simpson -- who donated his Snapchat feed to the cause -- is also expected to perform.

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