GLOBAL CITIZEN PRIZE

Creating a global stage for activism at the Royal Albert Hall.

THE CHALLENGE

Global Citizen wanted to create a new cultural property capable of celebrating activism with the sort of profile usually reserved for entertainment.

The inaugural Global Citizen Prize brought activists, UN leaders and artists including John Legend, Stormzy, Jennifer Hudson, Chris Martin, H.E.R. and Jorja Smith together at London's Royal Albert Hall for an awards show broadcast around the world.

MY ROLE

As International Marketing Director, I led the marketing strategy with my team, working across Global Citizen functions and an extensive network of broadcasters, artists, partners, Live Nation and the Royal Albert Hall.

THE APPROACH

We treated the Prize as both an entertainment property and an opportunity to elevate the people creating change.

The integrated strategy connected paid, owned and earned media with public voting, talent and partner channels, bespoke content, ticketing, outdoor media, live experience and an early partnership with TikTok.

The complexity lay in bringing all of those moving parts together behind one clear proposition: making activism culturally visible and worth celebrating.

THE IMPACT

500m impressions generated

10m+ viewers worldwide

A new global platform that brought activists and global issues into mainstream entertainment and culture.