PR News 2016 Nonprofit PR Awards: Social Media

Winner: Weber Shandwick on behalf of UNICEF—Real-Time Content Studio at the UN General Assembly

During the UN General Assembly last fall, Weber Shandwick launched a real-time content studio to produce engaging graphics and videos telling the story of how the Sustainable Development Goals will directly affect children.

The 70th UN General Assembly marked the adoption of the 17 Sustainable Development Goals, a transformative plan of action for people, planet and prosperity. With the attention of the world—and speakers such as Pope Francis, Malala Yousafzai, Barack Obama and events with Goodwill Ambassadors David Beckham and Shakira—UNICEF partnered with Weber Shandwick to position UNICEF as leader within a very competitive landscape.

The integrated team included both Weber Shandwick and UNICEF staff, resulting in an agile content program ready to insert UNICEF into every relevant moment of the General Assembly. Operating for five days in a tent on the United Nations grounds just steps from the General Assembly Hall, they produced content for Facebook, Twitter, Instagram, YouTube and Snapchat, capitalizing on key moments before other UN agencies and dominating the online conversation.

During the week of the General Assembly (Sept. 23-29), a massive—almost entirely organic—audience was reached and accomplished UNICEF's goal of receiving the largest share of voice (46%) compared to other UN agencies. The results included more than 19.6 million people reached on Facebook and 37.2 million impressions on Twitter (all in just seven days).

Honorable Mentions:

•    American Hospital Association - Advancing Health in America

•    Hospital for Special Surgery - HSS Back in the Game