ONE WORLD: TOGETHER AT HOME

Turning a global crisis response into a cultural moment watched by hundreds of millions.

THE CHALLENGE

In the first weeks of the COVID-19 pandemic, Global Citizen and the World Health Organisation set out to mobilise support for frontline health workers and the global COVID response.

What began with artists performing from their homes quickly grew into One World: Together At Home — an unprecedented global broadcast created with Lady Gaga and hundreds of artists, broadcasters, platforms and partners. We had just three weeks to turn it into a coherent global campaign and get the world to tune in.

MY ROLE

As International Marketing Director, I led international marketing for the campaign, working across a huge cross-functional effort spanning Global Citizen teams, talent, broadcasters, platforms and global partners.

My team was responsible for building and amplifying the campaign internationally, including creating its visual identity at extraordinary speed.

THE APPROACH

This wasn't a conventional campaign with a conventional lead time.

We needed a simple, recognisable global idea that could travel across markets, media partners, artist channels and digital platforms — while giving hundreds of organisations and individuals a shared story to amplify.

We built an integrated global tune-in campaign around the power of collective action, working with partners including the BBC, Live Nation, Apple Music, YouTube and Spotify to turn a rapidly evolving initiative into one of the defining cultural moments of lockdown.

THE IMPACT

270m+ viewers worldwide

$127m raised for the global COVID-19 response

Hundreds of artists and global partners mobilised

Major international broadcast and platform partnerships including BBC, Apple Music, YouTube and Spotify