The Omidyar Group: PILLARS OF PEACE

Credits & Description:

Advertiser: THE OMIDYAR GROUP
Agency: PORTER NOVELLI SEATTLE
Category: Best Use of Live Events and/or Stunts
Advertising campaign: PILLARS OF PEACE
Account Manager: Gina Lindblad (Porter Novelli)
Senior Vice President: Martin Pearce (Porter Novelli)
Managing Director: Angie Schneider (Porter Novelli)
Account Manager: Tricia Whittemore (Porter Novelli)
Digital Media Developer: Sam Hardy (Porter Novelli)

Campaign Description
Sponsored by the Hawaii Community Foundation (HCF) through a lead grant from the Omidyar Ohana Fund, Pillars of Peace Hawaii aims to be a catalyst for understanding the roles of compassion, diversity, and culture in the practice of peace. The visionaries for this initiative, philanthropists Pierre and Pam Omidyar, launched Pillars of Peace Hawaii by extending an invitation to the Dalai Lama, and serving as hosts for his 2012 visit to Oahu.The communications team not only launched the Pillars of Peace Hawaii initiative and provided visibility for the Dalai Lama’s visit and his message, but also helped the local and global community understand and embrace how one can become a living example of peace and aloha. The program was broad in scope and encompassed everything from strategy and content development to media relations and digital/interactive communications. Media relations played a significant role in ensuring the public – locally and internationally – heard the important messages conveyed during the Dalai Lama’s visit. Social media played a significant role in engaging people, sharing key messages, and providing access to photos and video bringing the experience of the event to those who could not attend. The inaugural event touched thousands of people and brought an important message of peace and compassion to Hawaii and beyond. From private discussions with leaders, to public talks geared to students and the wider community, Pillars of Peace Hawaii shared insights and inspired others to consider daily practices of peace and aloha.

Client Brief Or Objective
Objectives:-Launch the Pillars of Peace Hawaii program. -Share the meaning of aloha with the Dalai Lama and the world.-Maximize the reach and impact of Pillars of Peace Hawaii.-Demonstrate the connection between Pillars of Peace and the Dalai Lama’s visit.-Spark continued conversations around key themes.As one of the most remote places in the world, Hawaii’s people, culture and traditions were factors that impacted the communications strategy. The team conducted extensive research into Hawaii’s media market and audience segments—from students to the general public—to create a strategy to best share the messages.

Execution
Nearly 50 people played an essential role including:-Developing a master communications strategy and work-back plan.-Strategizing and coordinating key program elements and logistics with the event management/programming team, HCF and The Omidyar Group leadership. -Preparing and assisting spokespeople. -Creating and delivering content for programming (on-stage scripts, slide show presentations, talking points). -Coordinating with the Diplomatic Security Service (DSS) regarding protocols involved with collecting media and digital assets needs-Staffing media centers, press bus and traveling motorcade. -Managing inquiries from media and public. -Monitoring news coverage.-Managing production and development of MicroDocumentary videos. The team faced several challenges including managing embargoed events where reporters were anxious to share the experience, managing a limited number of media seats at each event as well as logistical issues tied to the remote location and frequent changes in DSS security requirements.

Effectiveness
Results:-18,000+ attendees at 8 events over 4 days -391 media stories -7 micro documentaries produced and shared -313 million media impressions-200,000+ social media impressions-200,000 website views-2 live-streamed public events which shared the message of Pillars of Peace beyond the islandsIn addition to garnering quantifiable results, the inaugural event was widely recognized as having planted seeds of peace in the hearts and minds of the people of Hawaii. The team was able to share key messages of the initiative through event attendees, spokespeople for the initiative, as well as through media in attendance. Key messages of the initiative were communicated in all media coverage. The initiative continues to draw global leaders, including Nobel Peace laureates, to Hawaii with the goal of advancing peace in upcoming events.

Strategy
Strategy:-Leverage media interest in the Dalai Lama to share key initiative themes with local, national and international audiences.-Identify roles for different parties involved in Pillars of Peace Hawaii to tell varying elements of the overall story as well as about the initiative-Identify and develop pitch angles and key story ideas that are timely and topical.-Use an integrated PR approach to share the Pillars of Peace Hawaii story—including media relations, social media, web presence, visual assets (branding, video and photography).-Utilize assets (video, photography and custom made MicroDocumentaries) to continue the dialogue and engagement long after the Dalai Lama leaves Oahu.

Relevancy
The Pillars of Peace Hawaii PR campaign was devised with the goal of increasing understanding about the roles compassion, diversity and culture play in the practice of peace. Pillars of Peace Hawaii events bring prominent peace leaders to the islands to share their messages and how they relate to the Hawaiian “spirit of aloha.” With the inaugural guest His Holiness the Dalai Lama, the PR campaign not only launched the overall initiative, but also highlighted His Holiness’ message of compassion combined with the spirit of aloha that created a blueprint for how to be a living example of peace.