Faces2Hearts

Faces2Hearts was a flagship project of the European Commission’s Directorate General International Cooperation and Development, implemented within the communication Framework Contract with Particip. It was a first-ever worldwide blogging experience that took four young bloggers on a five-month journey across 29 countries in Asia-Pacific, Africa and Latin America and Caribbean.

The overall objective was to raise the awareness of young people worldwide and offer them a fresh and constructive view on the activities of the EU in international development and cooperation and especially about the positive impact these activities have on changing people’s lives for the better. Built on our novel communication approach and coordinated communication tools, as well as an appealing social media campaign, Faces2Hearts has reached more than 35 million people around the world and was nominated for the Digital Communication Award 2018, the European Excellence Awards 2018 and the German Brand Awards 2019.

Mission

As a first-of-a-kind initiative, our initial objective was the creation of a campaign concept and a communication strategy that would immediately position this initiative within the hearts and minds of our target audience. This meant building an ever-growing community that would be loyal and engaged throughout the year-long project and beyond.

Approach

The multiple phases of the project and its different target audiences were strategically addressed through a tiered approach.

Global Concept Consulting developed a powerful brand identity and launched a compelling social media campaign around a worldwide blogging competition that would help us select the four winning bloggers (one from each of four global regions: Africa, Asia-Pacific, Europe and Latin America). We designed an appealing preparatory communication campaign around their profiles and future exceptional adventure that would build the interest of the public in getting to know them personally and in following their forthcoming adventures.

We approached the five-month blogging trips phase through the development of an intense, targeted and carefully-scheduled social media campaign designed around the hundreds of reporting visits made by the bloggers to EU-projects.

For the final phase, post-adventure, we chose to put the highlight on this life-changing initiative through two very personal exhibitions that would bring the faces of the people met by the bloggers during their trips and their stories closer to the hearts of the European public. The personal touch was enhanced through the organisation of special sessions with the bloggers where they could meet their young followers as well as EU and world leaders.

Results

Our graphic and video artists created an original brand identity, exciting visuals and a large series of captivating video trailers that were the backbone of the worldwide competition launch, its implementation on social media channels and through a dedicated website. The campaign reached more than 20 million people around the world and more than 500 talented bloggers created a movie for the competition. We used our communication expertise and a set of well-designed rules to select 20 finalists. We set up an exceptional jury composed of the most renowned influencers from each continent to select the best four.

During a full five months, we boosted the visibility and the impact of the bloggers’ reporting through a carefully-designed social media strategy on Facebook, Instagram, Twitter and YouTube, through regular newsletters, and especially through a daily editorial for which we produced intriguing social media copy, selected the most captivating visual material and the most impactful stories coming from the bloggers. The campaign generated more than 25 million impressions on Facebook, Instagram and Twitter. Numerous press articles around the world reported on the Faces2Hearts initiative and the stories of the four bloggers.

Our well-managed logistics and close 24/7 follow-up allowed the bloggers to successfully complete their trips to 29 countries around the world.

Our graphic artists deployed their talents in designing two tailor-made exhibitions that put the bloggers’ visual material into the spotlight through 3D conceived plans and optimal use of the spaces in both prestigious locations (the European Parliament in Strasbourg and the European Development Days venue at Tour & Taxis in Brussels). More than 8 000 people attended each of these events and, during the EDDs, crowned heads of Europe, EU and world leaders visited the exhibition. Complemented by our social media and press relations campaign, the two fora succeeded in being an excellent physical and digital visibility platform.

Conclusion

Our original brand identity, captivating video trailers, impactful social media campaign and successful tailor-made exhibitions as well as a close 24/7 follow-up of this unfolding 5-months blogging adventure around the world transformed a first-ever initiative into an outstanding success. It also confirms that a different, fresh communication perspective and tools can bring policy initiatives, and especially their results, closer to the hearts and minds of the people.

Our communication strategy succeeded in bringing Faces2Hearts to the attention of more than 35 million people worldwide; our videos and posts always ranking top on the European Commission social media channels. The originality and the exceptional outreach of the project have been internationally recognised through its shortlisting for the forthcoming best Institutional Digital Communication Award 2018.