NetAid: Cisco Systems/UNDP Launch First Global E-Philanthropy Project

Challenge: Cisco Systems and the United Nations Development Programme launch the world’s first e-philanthropy project, NetAid, aimed at ending worldwide poverty.

Strategy: To leverage radio, TV and print contacts globally to promote the launch of NetAid.

Tactics:

• Conducted pre-briefings for 25 top-tier journalists from AP, New York Times, Washington Post, USA Today, NPR, Los Angeles Times, and Fortune.
• Held telephone press conference with journalists from across the globe.
• Launched the web site via satellite with President Clinton, Prime Minister Blair, Nelson Mandela clicking onto the site simultaneously.
• Conducted press conference attended by 300 journalists.
• Promoted NetAid concerts (New York, London, Geneva) featuring more than 50 celebrities including Michael Douglas, Catherine Zeta-Jones, Quincy Jones, David Bowie, Sting, Bono, Sheryl Crow, and Mary J. Blige performing. The event was televised internationally.

Results: More than 4 billion worldwide media impressions in three months including stories on ABC World News Tonight, and in USA Today, Washington Post, LA Times, London Times, and the BBC.