Introduction of the Project
The United Nations launched a program that has the agenda of improving the future of the world. The name of the program is the Global Goals for Sustainable Development. The UN is a global non-governmental organization that is targeted to promote international cooperation for the achievement of long-term sustainability. It defines the priority of environment protection, human rights achievement, and peacekeeping (United Nations 2016). Project Everyone is a public relations campaign that has the aim of sharing information, popularizing the issues, and receiving feedback from the community. It is a non-for-profit agency that is run by Richard Curtis, a famous filmmaker and PR professional. In 2015, he launched an operation intended to improve the attempts of the United Nations. The world-famous filmmaker developed the idea of the Global Goals, which resulted in Project Everyone. The campaign distributes international informational and public relations initiatives that share the Global Goals for Sustainable Development (Project Everyone 2016). The experience, expertise, and vision of the creator contribute to the initiative’s success.
The UN defines three major goals for the world that are to be reached by 2030. They are to end poverty, fight injustice and inequality, and eliminate extreme climate change (UNPD 2015). Project Everyone has a mission to share the UN goals with the entire population of the planet and involve every single citizen in the accomplishment of the outcomes. The scope of the project has resulted in the fast spread of information throughout the world within first seven days after campaign launch. The key strategic activities included educational programs for children in over 130 countries, radio broadcasting, as well as Internet presence via video sharing and social networking. Moreover, Project Everyone ventured into cooperation with movie and TV celebrities, sports stars, and music giants to create advertisements and festivals that attract millions and result in the extensive hype in social media. The entertaining yet serious approach of the creators to the information sharing became one of the most popular non-profit campaigns under the umbrella of the United Nations. The current research paper assesses the success of Project Everyone on the basis of available information.
Purpose and Objective of the Campaign
The purpose of Project Everyone is to involve all people on the planet into completing the Global Goals. The mission of the campaign is to ensure that they discover the agenda of the UN and support the initiatives in order for them to be realized (Project Everyone 2016). As a result, it became the biggest advertising project in the history of the world because the partnering subjects include governments, celebrities, international brands, and global communities (Global Cinema Advertising Association 2015). In short, the campaign’s purpose is to supply everyone with information about the Global Goals defined by the UN and make the sustainability goals famous.
The project’s major objective is to reach 7 billion people in 7 days of the campaign. The team’s plan is to create short and memorable information-sharing elements that become popular and attract sharing and telling (Global Cinema Advertising Association 2015). The sub-objectives include popularizing the Global Goals, attracting global financing, and ensuring individual contribution to the better future.
The Target Audience and Rationale
The target audience is two-tiered and comprises of the entire world population. The primary target is a highly engaged group of individuals who can share the information and believe in the goals (Roderick 2015). The rationale for choosing the defined audience is the following. In order to ensure that the Global Goals has the prospective for realization, the entire international community has to share the vision. The team of Project Everyone declares that the Global Goals is famous and successful due to common action (Wahlen 2015). Therefore, the PR professionals identify the engaged audience, which is likely to share posts and spread information. The majority of primary target consists of government bodies, multinational corporations such as Unilever and Getty Images, and the informational giants, including Google and Wikipedia (UNPD 2015). The involvement of this audience creates the snowball effect that influences the global network and information systems.
The secondary target audience is the rest of 7 billion people living on the planet. The population of the world has to be aware of the Global Goals in order to support and contribute to the initiatives through active participation. The large-scale projects attracted individuals at all levels of influence, from children at schools to field workers. The communication channels of different global influencers allow creating a web of information sharing from household to household and from person to person (Roderick 2015). Therefore, Project Everyone is the largest marketing campaign in the world because it targets institutions, organizations, governments, and people on the planet. The entire citizenship of the world is the audience of the campaign through different means of information sharing.
The way Project Everyone publicized the information is unique because the campaign is the one of a kind. The PR team divided the world into sections based on information usage. Consequently, the target audience receives data about the Global Goals through the familiar means. The first strategy to reach the upcoming generation of influencers was to conduct a lesson that involved 500 million children (Vizard 2015). It took place in 160 countries of the world and educated half a billion students about the changes needed. The second strategy to publicize information is through the usage of the traditional means of impact. The global cinema broadcast the Global Goals in 34 countries while radio shared the same in 70 nations. Furthermore, the PR campaign cooperated with mobile operators around the world, which resulted in over 1 billion informational texts (Vizard 2015). Consequently, the traditional media and educational institutions contributed to the significant reach of Project Everyone on the global scale.
In addition to the traditional approaches to publicizing information, the contemporary means of communication were applied. In social media, the data was shared through hash tagging one or more of seventeen Global Goals. The individual involvement strengthened the corporate role and contributed to the faster spread of initiative in the Internet-supplied part of the world (Jardine 2016). Thus, the campaign launched a simple assertive suggestion “tell everyone,” which was used in the rite of improving the global citizenship and making people involved in the destiny of the planet (Project Everyone 2015). Moreover, the publication included celebrities such as Meryl Streep, Usain Bolt, Liu Bolin, and others, thus catalyzing the interest and improving information sharing. The Global Citizen Festival was broadcast in 150 countries while the poster art took place in 140,000 locations.
The unique publication approach of Project Everyone is posting and sharing the pictures of 17 Global Goals printed on flags that have been sent around the globe. The photos of flags were taken in the iconic locations to inform the people about the beauty and worth of the planet (Project Everyone 2015). The pictures of places, people, and flags transmitted the international information in an engaging manner due to their unique style, beautiful execution, and the usage of extreme locations of the planet. Therefore, the PR project involved the variety of means to popularize the Global Goals and ensure that the information reached maximum citizens of the world.
Measurement of Success Rate
The choice of strategies to measure success rate of public relations campaigns depends on the project’s scope, means of publication, and instruments at hand. The three levels of evaluation are applicable to Project Everyone case. The classification is based on the initial objectives that compare the results and achievements, evaluate the observable impact, and incorporate feedback. However, the reach of the public relations campaign is challenging to measure, especially when there are no actual sales related (Watson 2012). The following section explains the measuring techniques and estimates Project Everyone’s success.
Measuring the press coverage and reach of the public is the basic approach to evaluating the success rate of public relations campaign. As the primary objective is to reach the consumers, the number of individuals that have participated in the project defines its success (Watson 2012). The message distribution and media coverage are relatively easy to collect in the digital area. Therefore, Project Everyone claims to have reached 3 billion people within the first week of broadcasting (Project Everyone 2015). Thus, the volume of coverage did not meet the ambitious goal of 7 billion people. The project met less than 50% success in terms of planned versus achieved reach of public. Nevertheless, the result is impressive. Moreover, the worldwide PR campaign is an unprecedented action. The relevant conclusion is that success is present regardless not excellent rate in terms of people’s reach.
The more sophisticated and challenging approach to measuring PR campaign success rate is the psychographic response. The target audience should not only receive the message but also internalize its meaning. Therefore, audience comprehension, awareness, and action are the aspects to assess success (Michaelson, Wright & Stacks 2012). The techniques to measure the aforementioned changes have not been used after Project Everyone wave hit. However, the goal of the campaign was to inform rather than change. The new generation of youngsters, which consisted of 500 million children worldwide, was taught about the ways to improve the world (Project Everyone 2015). The project owners suggest that individuals cannot fight for their rights if they do not know them. Thus, the goal of informing the public has been achieved due to extensive coverage of the Project Everyone.
Another method of evaluating the PR campaign success rate is the long-term change in behavioral patterns. As Project Everyone has the aim of significantly changing the world and global citizenship action, the project is ambitious (Watson 2012). The commitment that every individual takes in the achievement of Global Goals directly depends on the success of Project Everyone campaign. Therefore, the long-term outcome is nearly impossible to measure for the particular project as it has been completed at the end of 2015 (Project Everyone 2015). At the same time, the conclusion can be derived that Project Everyone was a success since it involved organizations and institutions that could influence individual efforts (Blackburn-Dwyer 2015). Therefore, the long-term measurement can yield positive outcomes due to the powerful presence of institutional change resulting Project Everyone.
Project Everyone is difficult to assess due to its large scope, short-time influence, and uniqueness in the history of PR. The ambition of the team to communicate their message to literally every citizen of the planet challenges the success assessment as even 3 billion people in 7 days is huge PR coverage. The list of traditional means of measurement is not sufficient for the current project. For instance, the benchmark of activities against the similar groups in the environment is not applicable due to the uniqueness of the campaign. The correlation between non-financial and financial performance indicators can contribute to understanding the return on investment (Michaelson, Wright & Stacks 2012). However, the technique is not attributable to non-governmental initiatives. Similarly, the evaluation of long-term reach is not valid as of today because it was launched in 2015 while the Global Goals has the 15 years scope of influence. Henceforth, Project Everyone campaign cannot be assessed with traditional means.
Three techniques evaluate Project Everyone, namely comparison of the results with objectives, discussion of observable outcome, and lessons learned for the future programs (Michaelson, Wright & Stacks 2012). The PR campaign did not reach the coverage objectives, which were extremely ambitious and time-constrained. The people target was 7 billion whereas the result was 3 billion. Therefore, the project was not successful. The observable outcome of the project is not present currently because the reach of the campaign stopped after a month of major activities. The publicity had been raving Project Everyone during the first week. Moreover, there was some coverage for a month (Blackburn-Dwyer 2015). Thus, the program was not a success due to its long-term character while deliverables of the PR campaign are very short-term. However, it presented the lessons for the future programs as the ambition of addressing the entire world resulted in the half of planet being involved. The participation of governmental intuitions, private corporations, and public figures ensured the faster absorption of the message due to the perceived authority. Hence, the project deems a successful lessons for the future.
Project Everyone partially achieved its stated objectives: it met the budget limits and reached the targeted audience. Moreover, the project involved long-term outcome that cannot be assessed as of today. The impact on primary target audience is extensive as it can provide institutional changes in the future. Consequently, the project is successful. However, too ambitious goals and objectives hindered the applicability of classical measurement technique scaling of the project.
Project Everyone is an ambitious PR undertaking that followed the mission to spread the information about the Global Goals for Sustainable Development. Richard Curtis and the team launched it in 2015 in the attempt to involve the entire world population in the achievement of goals. The project is successful in terms of the reach and outcome while the measurement of success deems it to be only partially fulfilled. The attempt to gain attention of 7 billion people within a week did not seem realistic due to the challenges of information s4haring in remote areas of the world. Therefore, it decreased the success of the Project Everyone but made it an excellent PR campaign to educate the institutions and generations of people on how to change the world.