(New York, 18 August 2013) August 19th sees the launch of a new global campaign for World Humanitarian Day. This year’s campaign, ‘The World Needs More__’, turns people’s words into real support for communities affected by humanitarian crises. Beyoncé, Gucci, Barclays Bank, Western Union and Intel are joining the United Nations and other organizations to remember those who have lost their lives.
It is also a chance to celebrate the spirit that inspires humanitarian work around the world. In a video interview launched today (Download link) Beyoncé elaborates on what World Humanitarian Day means to her. She believes the world needs more empowered men and women and so will be championing #TheWorldNeedsMore #Strength.
‘The World Needs More__’ campaign enables leading international brands to sponsor a word they believe the world could use more of. Between 19 August and 24 September, people can “unlock” money pledged by these brands by sharing the sponsored words through social media, SMS or through the campaign website www.worldhumanitarianday.org. Every time a sponsored word is shared, US$1 will be unlocked and go towards aid efforts in the world’s most underfunded humanitarian crises.
“It is clear that the world needs more #Humanity,” noted UN Humanitarian Chief Valerie Amos. “This year, humanitarian agencies are trying to help more than 70 million people. We know that humanitarian needs are growing and that if we are to meet those rising needs we must do things differently. We have to keep engaging with new partners and supporters. This campaign is a chance to do that.”
Kid President is the star of a successful series of YouTube videos produced by LA-based agency, SoulPancake. He is helping to spread the campaign message to new audiences. He interviewed a number of global leaders and entertainers for the campaign, including UN Secretary-General Ban Ki-moon. “World Humanitarian Day is a really big deal,” he said. “It’s cool that it’s all over the world. I think all the people out there are like superheroes doing work to make things better.”
The campaign is a collaborative effort between the UN Foundation, the UN Development Programme (UNDP), the UN Office for the Coordination of Humanitarian Affairs (OCHA), the International Council of Voluntary Agencies (ICVA), and advertising agency Leo Burnett New York.
“Our primary mission is connecting public and private organizations, high profile individuals and all people to the UN,” said Kathy Calvin, President and CEO of the UN Foundation. “We are extraordinarily proud to again help make this campaign a global event, raising vital funds and resources for humanitarian crises too often forgotten.”
“We believe ‘The World Needs More__’ offers a new approach to philanthropy, turning peoples’ words on social media into tangible assistance for people in need,” says Jay Benjamin, CCO of Leo Burnett New York. “This new ‘marketplace for words’ harnesses the collective voice of many and allows corporations to give on behalf of their consumer. It’s a new approach to fundraising and corporate social responsibility that brings the world together around common beliefs.”
WORLD HUMANITARIAN DAY VIDEOS:
To download broadcast quality versions of all World Humanitarian Day video content, including Kid President interviews, please visit: https://www.dropbox.com/sh/912lk1tzjyeksa7/fXWknbtq0M?lst