The United Nations Educational, Scientific and Cultural Organization (UNESCO) is a specialized agency of the United Nations (UN) based in Paris. It seeks to build peace through international cooperation in Education, the Sciences, Culture, and the sharing of knowledge and access信息。


联合国教育,科学和文化组织的唯一目的是通过促进国际合作以及对正义和人权的普遍共识来促进和平与安全。

As part of this, UNESCO encourages the sharing of knowledge between people with the aim of empowering communities to be masters of their own futures. For example, the organization educates people about the effects of climate change and shares the information individuals need to take action about it. Ultimately, UNESCO is committed to creating open participatory democracies and fair opportunities for all.

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Media (press) freedom is a key factor in ensuring that knowledge flows freely within and between communities no matter where they are in the world. UNESCO’s program supporting press freedom and the protection of journalists is central to achieving the access to and imparting of information. Among the major challenges is the issue of impunity. In the past 12 years, more than 1000 journalists have been murdered. Nine out of 10 are unresolved.

During its #TruthNeverDies campaign in 2018, UNESCO wanted to raise awareness of impunity and crimes against journalists. Developed to commemorate the International Day to End Impunity for Crimes against Journalists, the campaign’s challenge was to reach as wide an audience as possible, raise awareness about the issue and inspire people to take action.

为了实现这一目标,联合国教科文组织知道它必须有效地计划,启用无缝协作,并在正确的时间向目标受众传达信息。凭借小型团队和有限的资源,该组织需要快速行动。欧宝彩票网站幸运的是,由于Hootsuite已经在组织中部署了,因此该团队拥有合适的平台来组织#TruthNeverdies活动的沟通和内容。


目标

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联合国教科文组织面临着受限制的团队资源来运行该活动,因此必须欧宝彩票网站对其策略发挥创造力。创建一项活动,该活动将产生最大影响(不消耗全部预算),这是该战略不可或缺的一部分。但是,由于目标市场涵盖了不同的国家和语言,因此必须找到一种有效计划和管理#TruthNeverdies运动的方法。

它的目标是:

  • Raise awareness of the International Day to End Impunity for Crimes against Journalists through the #TruthNeverDies campaign
  • 快速将内容交付给多个全球受众
  • Use social media not only to drive engagement, but to encourage people to take real action on crimes against journalists

For the first time since launching the International Day to End Impunity for Crimes against Journalists, the initiative has really started to resonate with our younger audience. By creating a clear social media strategy and using Hootsuite to execute, we can consistently produce highstandard campaigns.

George Papagiannis 媒体服务局长 联合国教科文组织
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Using social to create abetter future

中国国际广播电台国际日结束有罪不罚mes against Journalists in its fourth year, UNESCO knew the campaign needed to get creative to raise awareness of its cause, particularly after struggling to make a significant impact in previous years.

尽管它的一般受众群体很广泛,但联合国教科文组织希望以18-35岁的年轻人为目标,以影响现在和将来都可以做出重大变化的一代。联合国教科文组织与Creative Agency DDB合作,创建了#TruthNeverdies广告系列。

To grab the attention of this audience, UNESCO used evocative and dynamic images and content to share the history of crimes against journalists. The team used Hootsuite’s dashboard to manage content scheduling and publishing across multiple social networks and accounts.

In support of social media activity, UNESCO also got buy-in from traditional media around the world, with global publications including campaign material in print and online. Some even changed their cover image on social to show their solidarity with the campaign. Integrating campaign content across multiple channels helped drive the campaign to greater levels of success.


Creating a social campaign with lasting impact

联合国教科文组织wanted a campaign that didn’t just drive engagement but also raise awareness and perhaps even inspire people to take action. The team had to create messages that would have a lasting and emotional impact, while also personalizing content for each market and scheduling it for optimal times.

与DDB,联合国教科文组织精心制作的消息传递和设计将引起其目标受众的共鸣,包括令人回味的动画GIF,这些GIF分享了被谋杀的记者的故事,并谈到了他们在为免费,开放和知情社会服务的工作的重要性。

为了区分#truthneverdies广告系列内容与社交媒体上的其他帖子,该团队将其内容设计成类似于报纸广告,以确保其在社交上脱颖而出,并帮助竞选活动以获得基本的报道。


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适当的时候

With little time to execute the campaign from conception, UNESCO had to work fast to get the material developed and published on deadline. This often meant working with designers right up until the last minute to ensure the content was perfect before launch.

During previous campaigns, where content would have to be uploaded separately to different social networks and accounts, UNESCO had often missed deadlines or needed to ask staff to work across different time zones. Using Hootsuite, the social team was able to schedule content publishing across networks and accounts at the moment of final sign-off. This allowed them to move on to the next design without having to worry about manually posting content later—saving the team time and helping them stay focused on what was needed next for the campaign.

安排社交内容也使管理不同地区和多语言帐户变得更加容易。凭借在Hootsuite仪表板上显示的跨渠道和地区的所有预定帖子,总部位于巴黎的社交团队总是清楚地了解即将到来的活动和活动差距。


改变一生

为了支持其对捍卫自由新闻的全球态度变化的总体目标,并且没有广告预算来促进社会帖子 - Unesco与传统媒体建立了合作伙伴关系,以支持其在数字和印刷中的信息。新闻合作伙伴开展了广告和社论,以支持消息,其中一些甚至更改为联合国教科文组织提供的图像。

As a result of UNESCO’s media outreach combined with the organization’s social media efforts, the campaign saw 29,600 tweets using the hashtag #TruthNeverDies and a reach of 663,100 across Instagram—making it the most successful campaign since the first International Day to End Impunity for Crimes against Journalists in 2013.

了解有关帮助联合国教科文组织成功的产品的更多信息与社交

Before we used Hootsuite, our time was spent natively posting on each social channel around the world. Now all of our content is managed on one platform, giving us the time to focus on improving the overall strategy竞选活动。

Alfredo Trujillo Fernandez Social Media & Web Coordinator 联合国教科文组织

The results

While measuring a change in awareness is a long-term initiative, for the two weeks that the campaign ran, UNESCO saw the best metrics in the four years since launching the campaign. Five days into the campaign, UNESCO saw 15,400 tweets in one day using #TruthNeverDies.

这项运动在第一天在法国的Twitter上狂欢,并最终取得了超过200万人的有机潜在影响力 - 自从国际时代以来,这项竞选最大的成功,以结束对针对记者犯罪的不受惩罚的开始。

在一个记者被杀害以使真相沉默的世界中,联合国教科文组织的#TruthNeverdies运动继续使对这些犯罪的调查保持活力,并确保这些英勇记者的遗产继续存在。

图片来源:Ignacio Marin

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