The Result

The Insight

Big change needs big commitment. Inspiring this is a challenge, especially because politics and socio-economic issues are such contentious topics. Global Citizen is a hugely popular event – a perfect platform to reinvent mindsets.

The Strategy

To engage festivalgoers, we created rich editorial and interactive experiences that showcased important issues, as well as the action being taken by HP to address these problems. We wrapped this all up in pop culture to make it relatable – a key element of driving sustainable change. Content was informed by the Global Citizen pillars of Environment, Education and Citizenship and HP’s sustainability focus areas of Planet, People and Community.

Leading up to the festival, an internal staff launch helped to drive engagement from within. We partnered with News24 to create a content hub at https://bethegeneration.news24.com/ featuring three changemakers who aligned with HP’s sustainability pillars, documenting their stories and using social media to drive engagement. Mall activations took our message to the masses to encourage social activism through augmented reality and immersive experiences, supported by in-store activations with campaign branding and promoters. A roadshow at top HP partners in Johannesburg completed the build-up.

The festival was the culmination of the campaign. We combined the augmented reality experience with roaming promoters and giveaways to showcase HP’s ongoing commitment to sustainability. HP’s stand encouraged festivalgoers to make their pledge and share on social media. Check out our campaign video here: https://youtu.be/f4taQd4jalM.