UN Women: Advocacy and Campaign Coordinator. Action plan and duty fulfillment examples Jamie Brennan
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1 UN Women: Advocacy and Campaign Coordinator Action plan and duty fulfillment examples Jamie Brennan
2 Awareness: Communication, PR, Social & Digital Bill & Melinda Gates Foundation Discover Center Launch Event Developed and implemented media event to announce launch of the Visitor Center and showcase the exhibit space in preparation for other media events around World Toilet Day. 127 attendees, 171,444 twitter impressions, with the top 10 twitter users directly reaching 141,274 reached a year to date peak of account activity during the event and #GatesVC had a TweetReach measure of 38,176 during the event. 50 partners requested more information after the event. Quick facts 11 years experience in communications covering APAC, EMEA, CAM and Africa. M&E design for campaigns, platforms and activation (online & offline) Power User of GA, trends, tracking tools, Microsoft suite. Knowledge of Adobe suite and visual asset production. Department of Transportation & Alaska Airlines: Dots 4 Slots Developed campaign and communication strategy with petition microsite and supporting print collateral for partnership distribution in support of Alaska Airlines petition to the Department of Transportation. Generating over 16,000 comments in the first few days, and so many I the first 4 hours, the campaign was seen as DOS attack by DOT. DOT blacklisted the campaign, but it was unblocked within 3 hours after multiple technical conversations with DOT and the team. Pubic response was overwhelming resulting in DOT awarding Alaska Airlines the new routes.
3 Representation: Initiatives and collaboration UN Environment + Lazada Low Carbon Lifestyles Representative of Lazada for partnership with UNE (P). Supporting selection and clinic for the Low Carbon Lifestyle initiative as part of the partnership. Presented and developed 3 hour training to grant winners. Training included developing a brand, communications management, PR and advertising. Results from 12 participants were positive and each founders brand was significantly increased with 1:1 coaching and development of messaging systems. Quick Facts Keynote speaker: SATA Conference Developed more than 100 workshops and training events, including advocacy and blogger conferences Representative lead for POSSIBLE, White Horse, Logical Increments and Lazada Women in Leadership A primary problem at Lazada, internally and externally, is the inclusion of diversity and gender. The approach to rectifying these issues is to increase interaction with key meetings and listening sessions across the region. Thailand has worked with multiple Chamber of Commerce and Ambassador groups to become table sponsors and attendees to a key Women in Leadership events. This event, attended by 24 Lazada women, and 80% of female leadership in Thailand, resulted in an increase in internal focus on gender and 50% increase in attendance to other WIL events.
4 Gender & EVAW: UNiTing he/she into we Lifelines: Men defend Women Campaign Lifelines is a nonprofit located in Alabama, USA focused on crisis intervention, advocacy and support around rape, domestic violence and suicide. During 4 years of volunteer work as an advocate, a program was developed to reach out to fraternities in the local universities to participate in fundraisers and campaigns. These activities focused on education as how men can be advocates and help stop a crisis before it starts. During this initiative, 100% of fraternities at the South Alabama Campus participated in training and contributed to events. Quick Facts Cultural sensitivity panel member (creative inclusion review) Gender Diversity Day Lead End Violence against women contributor Creator: Mentorship programs for women and non binary gender Communications Board: Mary s Place Mary s Place is a nonprofit in Washington USA dedicated to homeless women and children. During tenure (3 years) on the communications committee, several campaigns resulted in major contributions. The group trained the directors, conducted multiple outreach events and special events for strategic donors, including Jeff Besos. Contributions as a result of campaigns included 2 hotels to be used a night shelters, multiple staples in the food and NFI necessities and volunteers for all events undertaken by the nonprofit.
5 Partnerships: Collaboration and engagement World Food Programme + POSSIBLE (WPP) WFP and POSSIBLE (WPP) teamed up to revitalize the We Feedback.org platform as part of a probono program worth $250k in work and expertise. POSSIBLE conducted multiple events to raise awareness and the nature of individual giving, including a staff cook off using only WFP staples. Participants cooked while the entire organization participated in a strategy and brainstorming session around the platform project. The platform was decommissioned prior to project completion, but the awareness in POSSIBLE generated additional local programs targeted at hunger alleviation. Quick facts Partnerships Overview NGOs & Foundations: UNE,WFP, B&MGF Global MNCs: Amazon, Microsoft, Toyota & FEI Sports: Portland Timbers (MLS), NY Jets Youth: Start up incubator, Mary s Place Partnerships in SEA: +$63M YOY Lazada + iprice iprice is a leading price comparison website in SEA who has recently expanded PR activities and is an Affiliate partner with Lazada. Building on the partnership, Lazada has collaborated on research reports, brand evolution and PR activities in all six joint countries to support quarterly promotion and specific events. iprice and Lazada s partnership has resulted in more than 100 PR write ups and an joint increase in exposure in Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.
6 Advocacy: Events, training and systems Learn with POSSIBLE A program designed to leverage knowledge of digital marketing from POSSIBLE staff to benefit non-profits and NGOs in the Seattle area. Program included donation of time, space and resources by POSSIBLE and collaboration for nonprofit/ngo selection from B&MGF. More than 75 local non profit staff were trained on how to raise awareness, track results, use mobile and develop assets. This program also lead to a deeper partnership with the Gates Foundation, creating a 100% increase in projects worth over $1m. Quick Facts Employee advocacy training lead at POSSIBLE, Saatchi & Saatchi, Lazada (non binary gender promotion) Crisis Counselor (4years), including court advocacy, EVAW&C, volunteer training Employee advocate through BCP planning & engagement programs Crisis Counselor: Rape & Domestic Violence $ years as a volunteer crisis counselor, covering shifts at hospitals, courts, therapy and volunteer training. After first year of volunteering, moved to support training initiatives as Lifelines intern. Also conducted campus outreach, focused on engagement of men as empowered allies. During tenure engaged in 4 fundraisers and media events, created resource management organization system in storage and hospital and conducted review of police staff in rape kit collections and interviews of survivors.
7 Analysis & Action: Bringing data to action Geographt- Trend and Action Mapping Tool Tool for all WPP/POSSIBLE offices to view aggregated trends and policies by partnership and location to combat the issue of data access and action coordination. Utilizing public and private data sources combined with existing IT solutions, the tool allowed for quick access to changing data and development of action mapping based on data that could be shared partners, advocates and communication teams. Tool development was completed in house by POSSIBLE and integrated into global network after departure. Quick Facts Designed G2M strategies for Philippines and Malaysia Developed new female customer segments based on trends and demographics data Develop monthly executive reports on trends and technology in Asia Designed ~10 functional and technical specifications Lazada labs: Hackathon Winner Lazada Labs is a regional competition with three rounds to validate ideas. First is peer selection (64 teams), second round group hackathon and presentation to executive leadership (12 teams) and round three is proof of concept with executive selection (2 teams). Team Delight developed a prototype based on end to end product testing, bringing consumer purchase behavior data with product affinity to deliver free products and generate advocacy. Team Delight was the only female lead team, the solution estimated impact is $54bn based on trends and market research.
8 Action Plan: 30d-90d-6m-1Year 30 Days Learn & map interagency plans & relationships Develop partnership priority list Define response communication protocol Establish PR relationship plan First 6 Months 90 days Develop CRM system Joint Business Plan proposals & metrics Event targets/implementations Optimized report cadence and audience profiles 6 months Launch events Campaign optimization Execution & reporting for JBPs Determine agencies & partnerships for app development Key Metrics Quality partnerships & Representation (UN) Relations with partners and stakeholders Quality & timely reports communication and initiatives Increase in business/youth engagement Quality high-visibility events which furthers UN Women 1 Year API first app partnership with UN agencies, government data groups and private sector. Engine would house data from multiple sources to power 3 application, though could be for more. Women & at risk youth focused on immediate needs and avoidable situations Business focused to engage businesses in programs to reduce violence, create a safe space and promote he for she Government/Partnership focused to engage in M&E of programs and engagement Materials, guidelines, action plan and core processes to support UNW, UNiTE, He/She and EVAW campaign in the region and within the cluster. CRM system and roadmap for continuation of partnerships and programs.
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