The logo of Global Citizen with the word 'GLOBAL' in black letters, 'O' in red, and 'CITIZEN' in black.

How do we utilize social media tools to broadcast partners at the global stage?

Challenge

Global Citizen is a platform dedicated to the world’s largest movement to end extreme poverty globally. Through this platform, Global Citizens work together to influence government, corporate, and philanthropic leaders around the world to act on issues of climate change, poverty, and inequality. Each year, the organization holds a music festival called Global Citizen Festival, headlined by top artists and attended by global leaders, activists, philanthropists, artists, and more. Global Citizen also attends major global conferences, including the G20 Summit, UN Climate Conference, and Paris Peace Forum, to demand action from current world leaders. 

Global Citizen’s corporate and philanthropic partners are key to the success of the organization, and these partners often make their own commitments to end extreme poverty. Previously, partners were primarily highlighted at events and festivals, but the organization lacked a structure to elevate partner commitments and related stories of impact outside of these time-limited opportunities.

Global Citizen asked KMSG to support with:

  • Creating and leading the Global Citizen Impact Studio pilot initiative, a digital video project designed to amplify partner voices at global events

  • Crafting messaging, planning, and coordinating media relations for impact thought leadership opportunities

  • Increasing engagement with GC Executive Twitter accounts

Context

Action & Impact

Global Citizen Impact Studio:

In 2021, Kindred Motes-Caso created, designed, coordinated, and led the Global Citizen Impact Studio at the Global Citizen Festival, G20 Meeting of Heads of State and Government, UN Climate Conference (COP26), and the Paris Peace Forum. The GC Impact Studio is an initiative to provide corporate, policy, and advocacy partners with the opportunity to provide in-depth information about their commitments and support through digital interview-style videos to be shared on social media channels. The Impact Studio brought together world leaders, activists, NGO partners, and philanthropists in backstage, behind-the-scenes short clips that reached more than 10.5 million people on social media. KMSG’s strategies led to some of the most-engaged-with content ever created from a GC Festival.

We conducted interviews with…

World Leaders

Close-up of a man with gray hair and a serious expression, wearing a suit, in front of a United Nations background.

Antonio Guterres

United Nations Secretary-General

A woman wearing a brown headwrap and a patterned shawl, smiling in front of the United Nations flag.

Amina Mohammed

United Nations Deputy Secretary-General

Close-up portrait of a woman with short, curly black hair and glasses, smiling, against a red and yellow background.

Mia Mottley

Prime Minister
of Barbados

A woman with light brown hair, smiling, wearing a blue blazer, a multicolored scarf around her neck, and earrings, standing against a plain white background.

Martha Delgado Peralta

Mexico’s Deputy Secretary for Multilateral Affairs

Close-up of an African American man in a suit and tie smiling, with a United Nations flag in the background.

Simon Stiell

Grenada’s Climate & Environment Minister

Close-up of a smiling middle-aged man dressed in a dark suit, white shirt, and a colorful patterned tie, with gray hair and blue eyes, against a neutral background.

Richard Lochhead

Scottish MP & Minister of Just Transition

A man in a dark suit, white shirt, and pink tie sitting indoors. He has short, dark, curly hair and glasses.

Alok Sharma

#COP26 President, British MP, and Minister of State

Close-up of a man in a suit with a blue tie, standing in front of American and United Nations flags, with a bookshelf in the background.

Chris Coons

U.S. Senator
for Delaware

A woman with shoulder-length brown hair smiling, wearing a red blazer with a geometric pattern, indoors near a large window with city buildings outside, a potted plant in the background.

Ceyla Pazarbasioglu

Director of Strategy, Policy & Review at IMF

A woman with short dark hair wearing a black top and pearl necklace, smiling at the camera.

Katherine Meighan

Associate VP & General Counsel for IFAD

A smiling middle-aged man wearing a suit and tie, with a blurred background and a flag partially visible behind him.

David Beasley

Executive Director, UN World Food Programme (WFP)

A woman with short dark hair, wearing a cream-colored blazer, looking at the camera with a slight smile, against a plain white background.

Director, School Feeding Division, WFP

Carmen Burbano

Influencers & Activists

Portrait of a man with gray and black hair, looking at the camera with a neutral expression, against a plain gray background.

Tan France

Fashion Designer, TV Personality, Entrepeneur

Portrait of a woman with long dark hair, wearing a white top, posing in front of a green and white background.

Padma Lakshmi

Writer & Activist

A man wearing a black cap with white text, black glasses, and a black suit, standing outdoors with a rust-colored metal structure in the background.

Rev. Lennox Yearwood

CEO of Hip Hop Caucus

A young woman with dark hair in braids, wearing a decorated denim jacket with colorful patches and green embroidered text, standing outdoors with blurred trees and buildings in the background.

Xiye Bastida

Activist

A woman with brown hair, blue eyes, and red lipstick smiling, wearing a white lace top, holding a decorative pink and green leaf-shaped item.

Rachel Brosnahan

Actor

Corporate & NGO Leaders

A professional man in a suit and tie, wearing glasses, smiling slightly, against a plain gray background.

Tim Mapes

SVP and Chief Marketing & Comms Officer, Delta

Smiling man in a light yellow shirt standing outdoors near water with bridge in the background.

Patrick Flynn

Global Head of Sustainability, Salesforce

Smiling middle-aged man with gray hair wearing a light-colored shirt and dark blazer outdoors with greenery in the background.

Jad Daley

CEO of
American Forests

A middle-aged man with gray hair, glasses, wearing a dark blazer and pink shirt, looking at the camera with a neutral expression.

Richard Hatchett

CEO of CEPI

A man with curly hair in a blue shirt, standing indoors with his hand on his chin, looking at the camera.

Seth Berkley

CEO of Gavi

What are three words you would use to describe what a Global Citizen is or cares about?

Interviews conducted by KMSG engaging Global Citizens and Global Citizen Prize Winners

Action & Impact

Thought Leadership:

Kindred Motes-Caso assisted with impact thought leadership opportunities by drafting messaging for the UN Global Compact Panel, G20 Summit, White House COVID Summit, UN General Secretariat Event, and University of Essex’s “It’s Now or Never” climate discussion. KMSG provided additional support at these global events, including panel coordination for the Paris Peace Forum, film support and coordination for the White House COVID Summit and the UN General Secretariat Event, and event planning, panel coordination, and media relations support for the University of Essex event. The team also created messaging for Co-Founder Michael Sheldrick’s Twitter account (@MickSheldrick), leading to:

  • a 1,150% increase in average monthly impressions (1.3M PCM on average in Q4);

  • a 565% increase in followers in 4.5 months;

  • 31,000 new followers (85% of total followers), and;

  • Twitter verification.

A Twitter thread on the power the millions of Global Citizens have in advocating for a just society, drafted by KMSG for Michael Sheldrick, reached over 2 million people.

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