Lady Gaga meets with America's Mayors to pledge 100B Acts of Kindness
THE CHALLENGE:
Born This Way Foundation sought to create a campaign around kindness that could influence policy makers, galvanize a global audience to understand the issue, and create a platform that called all stakeholders to action. Through the successful execution of the event plan, Born This Way Foundation was featured at the U.S. Annual Conference of Mayors in Indianapolis, IN, where Lady Gaga took the stage with His Holiness the Dalai Lama and philanthropist Phil Anschutz.
THE SOLUTION:
Identified a high-profile opportunity to showcase the client and highlight the cause to as wide an audience as possible.
Managed all logistics related to the opportunity, including the run of show, development of copy and talking points, and artist advance and day-of movements.
Created content for and provided oversight of online activations.
Managed social media and supported press activations.
Supported post-event follow-up to ensure that messaging was consistent, participants were engaged, and commitments were fulfilled.
Results:
The conference passed a resolution that all U.S. mayors would commit to a collective 100 billion acts of kindness across their cities
3,790,000 views of Lady Gaga’s interview with the Dalai Lama on Facebook Live
574,861 views of Lady Gaga’s panel discussion with the Dalai Lama and Phil Anschutz over Facebook Live and YouTube
2.7 billion press impressions
250 Mayors in attendance, including Mayor Bill De Blasio (New York) and Mayor Eric Garcetti (Los Angeles)
