Title | WORDDEBT |
Brand | HEALRWORLD |
Product / Service | GREEK FINANCIAL CRISIS |
Category | C03. Use of Social Platforms |
Entrant | GEOMETRY GLOBAL Hong Kong , HONG KONG |
Idea Creation | GEOMETRY GLOBAL Hong Kong, HONG KONG |
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 |
WORDDEBT. Use a Greek word. Help a Greek child. We created a digital platform that calculates the amount of words of Greek origin we’ve used on social media and converts it into a monetary amount that gets donated to our charitable cause. Thanks to social media, the world produces more written content than ever in history. This behavior is a fertile ground to make users conscious of the significance of Greece’s contribution to our language and way of living.
WordDebt.org a global platform lets people 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.
WordDebt.org launched in End May this year in English, Spanish, French, German and Russian. In less than 2 months and with no Paid Media, WordDebt has caught the attention of media with coverage in Huffington Post and other mainstream publication. People were deeply engaged around the cause and platform on social media leading to 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.
Through their own posts on social media, we gave users a first-hand realisation of the extent of Greek contribution to their own language and daily life, while garnering support through micro-donations. Even though they may have had very little emotional link to Greece at first, we gave each person a more personal stake in helping the country get back on its feet by using their own words as the medium. By simply posting anything on Twitter or Facebook, the user is already participating. Users’ daily online actions and behaviors are at the core of this campaign.
We owe a huge cultural debt to Greece; Just English has more than 150,000 words derived from Greek words. And most commonly used words in other widely spoken languages Spanish, French, German and Russian have their roots in Greek. The WordDebt movement is a mobile first experience that is deeply rooted in the modern digital space of personal social media and by tapping into people’s digital social behavior, and reaching users where they are the most engaged. Through their own social media posts, we spread awareness on the extent of Greek contribution to our language, while garnering support through micro-donations. A custom built engine powered by a bot, scanned the Greek origin words in real time and calculate the amount to be donated.