GLOBAL CITIZEN: BUILDING A MOVEMENT IN AFRICA

Launching Global Citizen into a new market and mobilising a generation through culture

THE CHALLENGE

Global Citizen wanted to establish its movement in Africa, building awareness and a meaningful base of engaged citizens while mobilising people around the UN Sustainable Development Goals.

Our existing digital-first growth model couldn't simply be transplanted into a new market. We needed an approach grounded in local audiences, culture and behaviours - while creating a moment powerful enough to command global attention.

MY ROLE

As International Marketing Director, I led the marketing strategy for Global Citizen's launch in Africa and the Mandela 100 campaign, bringing together global and local teams, broadcasters, partners, artists and channels around a single audience strategy.

THE APPROACH

We put culture and participation at the heart of the launch.

The Global Citizen Festival Mandela 100 - headlined by Beyoncé and JAY-Z at Johannesburg's 100,000-capacity FNB Stadium - became both a major cultural moment and an engine for movement growth. Tickets couldn't simply be bought: young South Africans earned them by taking action on issues they cared about.

We combined digital acquisition and integrated marketing with grassroots engagement, local media, partnerships and a global broadcast strategy, building a campaign that could recruit and mobilise locally while connecting African audiences and the diaspora to a worldwide movement.

THE IMPACT

500,000+ new Global Citizens recruited locally

100,000+ people attended after taking action to earn tickets

5m+ citizen actions globally

350m views across 180 countries

$7bn committed by governments and corporations towards ending extreme poverty