Beyonce and brands including Gucci are throwing their support behind the United Nation's annual World Humanitarian Day campaign and calling on strong women and men to do the same. The social media campaign uses hashtags to raise funds in return for shares on social media.
The 'The World Needs More ' campaign is encouraging brands to support humanitarian causes by sponsoring a word that represents something they think the world needs more of.
UN ambassador Beyonce's chosen word is '#strength'. Other sponsored words inlude #empowerment #acceptance and #action. But it is not yet clear which words each brand has pledged money against.
Brands including Intel, Western Union and Barclays Bank, have pledged money behind different words used in the campaign. The more these sponsored words are shared on social media the more funds are unlocked for the UN's charitable work. Each share will generate US$1.
The campaign aims to raise awareness of the humanitarian causes supported by the United nations and inspire people to celebrate the efforts of humanitarian organisations around the world.
Jay Benjamin, CCO of Leo Burnett New York, said the campaign is a “new approach for fundraising” that creates a “marketplace for words”.
“We believe ‘The World Needs More__’ offers a new approach to philanthropy, turning peoples’ words on social media into tangible assistance for people in need. This new ‘marketplace for words’ harnesses the collective voice of many and allows corporations to give on behalf of their consumer.”
As part of the campaign Beyonce was interviewed by YouTube star Kid President. He also interviewed Ban Ki-moon, UN secretary general.
UN Humanitarian Chief Valerie Amos, said: “It is clear that the world needs more #Humanity. This year, humanitarian agencies are trying to help more than 70 million people. We know that humanitarian needs are growing and that if we are to meet those rising needs we must do things differently. We have to keep engaging with new partners and supporters. This campaign is a chance to do that.”
The campaign, which is a collaboration between the UN Foundation, the UN Development Programme, the UN Office for the Coordination of Humanitarian Affairs and the International Council of Voluntary Agencies, runs from today until 24 August 2013. It was created by Leo Burnett New York.
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