WORDDEBT

TitleWORDDEBT
BrandHEALRWORLD
Product / ServiceGREEK FINANCIAL CRISIS
CategoryA08. Charities, Public Health & Safety, Public Awareness Messages
EntrantGEOMETRY GLOBAL Hong Kong , HONG KONG
Idea Creation GEOMETRY GLOBAL Hong Kong, HONG KONG

Credits

Name Company Position
Julian Hernandez Geometry Global Hong Kong Executive Creative Director
Daniel Comar Geometry Global Asia Pacific Regional Creative Director
Reed Collins Ogilvy & Mather Chief Creative Officer
Sean Chen Geometry Global Hong Kong Senior Art Director
Paul Sin Geometry Global Hong Kong Art Director
Anastasia Simone Geometry Global Hong Kong Art Director
Jay Lee Geometry Global Hong Kong Copywriter
David Paysant Geometry Global Hong Kong Managing Director
Harshad Sreedharan Geometry Global Hong Kong Business Director
Olivia Paul Geometry Global Hong Kong Account Manager
Claire Chapman Geometry Global Asia Pacific Corporate Communications Director
Oleg Tumanov Geometry Global Moscow Executive Creative Director
Marc Violo K1ND Creative Technologist
Craig Mason Ogilvy & Mather Hong Kong Creative Technologist
Dmitry Evstropov Geometry Global Moscow Creative Director
Zeph Teng Geometry Global Hong Kong Associate Creative Director
Melissa Albarus Freelancer German Copywriter
Lau Geckler Geometry Global Moscow Chief Executive Officer
Anna Gusakova Geometry Global Moscow Account Director
Elizaveta Smirnova Geometry Global Hong Kong Senior Account Manager
Xanthus Szeto Geometry Global Hong Kong Senior Account Executive
Serena Cheng Geometry Global Hong Kong Senior Account Executive

The Campaign

We owe a huge cultural debt to Greece; some of the most commonly used words in English, Spanish, French, German and Russian find their roots in Greek. Through the WordDebt movement, we created a mobile first experience that is deeply rooted in the modern digital space of personal social media, by tapping into people’s digital social behavior, and reaching users at the precise moment of truth. Through their own social media posts, we spread awareness on the extent of Greek contribution to our language, while garnering support through micro-donations. We developed a custom built engine powered by a bot, which scans Greek origin words in real time and calculate the amount to be paid.

Creative Execution

WordDebt.org is a global platform that allows people to calculate the number of words of Greek origin they use on social media, raising awareness on the country’s education crisis while prompting immediate action by suggesting a small amount they can pay for the usage of these words. We want to spread the word through the power of social media amplified with paid ads. WordDebt is an ongoing platform with an aim to restore the education system in Greece through the support received by people around the world.

Describe the success of the promotion with both client and consumer including some quantifiable results

WordDebt.org launched in late May in English, Spanish, French, German and Russian. In less than 2 months and with no Paid Media, WordDebt has caught the attention of Press with coverage in Huffington Post and other mainstream media with people in social media with deep engagement - organic sharing, comments and wide reach across communities in the world. So far we’ve reached 470 supporters with 6288 Greek words used. We’re now preparing for a second phase paid media amplification to drive further participation and impact and outcome.

Explain why the method of promotion was most relevant to the product or service

Under the pressure of a financial crisis, education spending in Greece has been reduced by 45%, and more than 1000 schools have been closed since 2011, forcing teachers out of work. Students have been pushed into overcrowded classrooms and forced to travel long distances to get education, leading to severe increases in drop out rates. We set out to help the children in Greece get a proper education. After all, they are future of Greece, and without them, there is no road to recovery.

WordDebt.org is a global platform that allows people to calculate the number of words of Greek origin they use on social media, raising awareness on the country’s education crisis while prompting immediate action by suggesting a small amount they can pay for the usage of these words. We want to spread the word through the power of social media amplified with paid ads. WordDebt is an ongoing platform with an aim to restore the education system in Greece through the support received by people around the world.

Links

Website URL