The Beyonce Knowles-fronted United Nations campaign for World Humanitarian Day 2012, created by Droga5, has reached more than one billion people via social media.
The campaign launched at the beginning of the month and at 9am (US EST) on 19 August, the message, “This World Humanitarian Day I'm doing something good, somewhere, for someone else. Join me!”, was shared to a billion people. People were then able to chart their good deeds via the 'I Was Here' website.
UN under-secretary-general for Humanitarian Affairs Valerie Amos said: “There are seven billion people in the world and we reached hundreds of millions of them with our message. People really care.
“Thanks to amazing work of Beyonce and our partners, we now have a global commitment to humanitarian action. The message of people helping people is universal. Making your mark and saying 'I Was Here' resonates powerfully with people all over the world.”
Droga5 founder and creative chairman David Droga said: “This campaign for World Humanitarian Day was an amazing collaboration between people all over the world. At first, a billion may have seemed too ambitious, but 'good' is an uncanny motivation.”
UN secretary-general Ban Ki-moon said: “World Humanitarian Day honours the many fallen aid workers we mourn today, and celebrates the efforts of others who carry on their noble mission.”
In addition to Droga5, partners in the campaign include Parkwood Entertainment, Sony Music Entertainment, Ridley Scott & Associates, Kenzo Digital, Sophie Muller, MTV and Toshiba.
The campaign was created in partnership between Droga5 Sydney and New York.
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