NetAid: Promoting the First Global E-Philanthropy Project


To end worldwide poverty, Cicso Systems funded the world's first e-philanthropy through the United Nations Development Programme.


  • Launch a global media relations program
  • Drive contributions to NetAid
  • Raise awareness of NetAid


  • Conducted pre-briefings. Reporters from the top-tier media outlets were pre-briefed in Washington, DC; New York City and Los Angeles announcing the launch of NetAid and the names of the 50 entertainers scheduled to appear in the three NetAid concerts (New York, London and Geneva).  Pre-briefs were held for the Washington Post, USA Today, U.S. News and World Report, New York Times, New York Post, Newsday, UPI, AP, NPR, Los Angeles Times, Hollywood Reporter, Variety, Fortune, and Business Week.
  • Held telephone press conference: A telephone news conference was held to announce the names of the entertainers.
  • Launched the Net-Aid site with world leaders.  Former President Bill Clinton, Prime Minister Tony Blair and Nelson Mandela launched the NetAid site by signing on for the first time on three different continents linked by satellite.
  • Celebrate the launch. A celebration news conference for 300 reporters was held in NYC featuring Quincy Jones, Bono, P. Diddy, David Bowie, and Wyclef Jean.
  • Promoted three NetAid concerts: More than 50 celebrities including Michael Douglas, Catherine Zeta Jones, David Bowie, Sting, Bono, Sheryl Crow, Jewel, P. Diddy, and Mary J. Blige, were among the entertainers that launched NetAid. The concert was televised internationally. 


  • 4 billion worldwide media impressions in three months