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Reaching more than 1 billion people across the world with a message of peace.
The Global Peace Index (GPI) ranks the countries of the world according to 23 external and internal indicators of peace, using data calculated by the Economist Intelligence Unit. The GPI is the brainchild of Steve Killelea, an Australian entrepreneur and founder of the Institute for Economics and Peace. Mr. Killelea tasked H+K Strategies with four objectives: launch the 2010 GPI to both media and bloggers throughout the world, manage a launch event to engage directly with key business and political stakeholders, increase quality of coverage in top-tier global media and develop and implement a digital strategy to enable the GPI to extend engagement with its audiences post-launch.
Thanks to a combined strategy of traditional media outreach, tailored press releases for all 149 countries and a multi-media news release, H+K Strategies reached over 1.5 billion people in 48 hours. Targeted messages were created for each country and H+K Strategies coordinated all global media contact. One-to-one briefings with 13 international top-tier publications significantly increased the quality of reporting and total media coverage increased by 141% on the previous year.
More than 450,000 people were reached via Twitter within 24 hours, while the number of Twitter followers to the GPI feed increased by a factor of 12 throughout the duration of the campaign. To launch this year’s GPI, leading figures from business, academia, NGOs, and politics were gathered at the prestigious venue of the Royal Institute for International Affairs. Guests heard from high-profile speakers, including the former UK Defence Secretary Des Browne, who was introduced to the GPI by H+K Strategies. Moreover, H+K Strategies facilitated direct engagement with the most influential stakeholders by arranging a pre-launch dinner where the founder of the GPI had the chance to personally foster new champions within politics, NGOs, business and academia.
Finally, GPI materials are now involved in UK government policy as part of the All-Party Parliamentary Group on Conflict Issues and are being passed to businesses through Business in the Community – both relationships initiated by H+K Strategies.
