Global Citizen
On our platform, Global Citizens learn about the systemic causes of extreme poverty, take action on those issues, and earn rewards for their actions — as part of a global community committed to lasting change. SBM conducted focused branding efforts for international non-profit Global Citizen, in their first- ever effort to target the Canadian Millennial audience in anticipation of a concert in Montreal.
In order to ensure Global Citizen’s message was authentic and personal for the Canadian audience in English and French, SBM advised the Global Citizen marketing team on the creation of the key messages to be translated into French, provided insight and copy for 500+ translations, and wrote the copy for the action journey. In order to tap into the audiences of web influencers and Canadian activists, SBM coordinated and executed a 500 ticket giveaway with local students with a four day turnaround at Concordia University which garnered Canadian press.
SBM also engaged Grammy award-winning hip hop band, The Roots, to film a behind the scenes video to use as promotion for the concert and led the brand ambassador engagement with 20 brand ambassadors who signed up over 100 people to be Global Citizens. As a result, 1.3 million actions were taken by Global Citizens which lead to 44 commitment announcements from nations around the world, worth $1.9 billion.
