ACTIVATE by Global Citizen, National Geographic, P&G
A six-part, global docuseries and media partnership
ACTIVATE was a six-part documentary series and unique partnership between Global Citizen, P&G, National Geographic, Radical Media and 11 world renowned creators including Rachel Brosnahan, Common, Becky G, Usher, Bonang Matheba, Hugh Jackman and others. It took audiences behind the scenes of major advocacy campaigns driving real impact for the world’s most marginalized communities, and delved into the root causes of extreme poverty through the eyes of organisers, amplifiers and real people experiencing poverty every single day.
The series premiered globally in September 2019, focusing on issues around extreme poverty, inequality, and sustainability, creating a multi-platform storytelling experience in 43 languages and 172 countries. Myself and my team across 8 markets led all branding, marketing and partnership management, and optimisation across this complex campaign.
14 screening events were held internationally
In-kind OOH media was secured totalling 53M impressions
120,000 actions were taken in support of the core issues; Cash Bail, Sanitation, Gender Equality, Environment
5M impressions generated across Global Citizen platform
100,000 new Global Citizens were recruited
The Cash Bail campaign helped secure legislation reform in NYC