Global Citizen presents: Mandela 100
Mobilising the next generation to demand equity and defeat poverty in Africa
A career highlight. In honour of Nelson Mandela’s centenary, the Global Citizen Festival Mandela 100 at Johannesburg’s FNB stadium, headlined by Beyoncé and JAY-Z, called on world leaders, governments, corporates, artists and citizens to take action in support of the UN’s Global Goals. My team crafted and executed a multi-channel, multi-partner, multi-faceted global marketing strategy and fully integrated campaign which launched the Global Citizen brand and platform on the African continent, built a groundswell of citizen support locally and abroad, drove global tune-in of this once in a lifetime people-powered festival and filled an 100k venue with young South Africans, passionate about change. Our strategies spanned the full marketing mix; social, digital, print, OOH and radio, as well as direct and grassroots engagement. Our multi-partner broadcast locally and abroad ensured the world - including the African diaspora - were engaged and part of the conversation. A project I feel truly honoured to have been a part of.
100k+ attendees, taking action to earn their tickets
More than 5m citizen actions in support of the SDGs globally
$7bn committed to ending extreme poverty from world leaders and corporations across a range of issues including gender equality, women’s health, education, sanitation and clean water
500,000+ Global Citizens recruited locally
350m views in 180 countries worldwide