#WeAreOne "I hope someday you'll join us and the world will be as ONE." - John Lennon.

OVERVIEW

Though race, skin tone, and cultures might separate us, #WeAreOne works to prove that, in the end, human beings must come together to celebrate each other's differences and similarities. This campaign was created to put an end to racism by promoting positivity and inclusiveness. By increasing awareness through events and contests, #WeAreOne hopes to create a more positive environment. Fifty percent of the money made from all events will be given to different organizations combating racism.

GOALS

  • Duration: April 1st - June 1st
  • Audience: 18-30 year olds
  • Hashtags: #WeAreOne
  • Social Media outlets: Instagram, Twitter, & Facebook
  • Events: FIFA Charity Match, Humans of NY book signing, I Heart Radio Charity Concert
  • Contests: Free Vacation to anywhere in the world sponsored by AIRBNB
  • Spreads: Cosmopolitan Magazine
  • Donate money to smaller organizations around the world that combat racism
Sponsors for campaign: AIRBNB, Cosmopolitan, FIFA, I Heart Radio, & Humans of NY

FIFA CHARITY MATCH

In order to promote coexistence, FIFA will host two charity matches featuring Spain vs. Croatia and England vs. Mexico. Both matches will be held on May 1st, otherwise known as Global Love Day. Anfield, home to Liverpool Football Club, has agreed to host the England National team as they face the Mexican national team, while Camp Nou will host Spain vs. Croatia. During halftime, pictures of fans embracing the diversity in their friend groups with one of the campaign's hashtag, #WeAreOne, will be proudly displayed on the large screens. Fifty percent of the proceeds will be given to Racism. It stops with me. organization.

Humans of New York book signing

On April 22nd, Humans of new York, a photoblog and book that features street portraits and interviews collected on the streets of New York City to embrace diversity, will hold a book signing. To promote the background of every individual, the author, Brandon Stanton, will read his favorite interviews from the book. At the end, Stanton will open the floor for questions, and encourages those attending to express their curiosity for others' stories and cultures. Fifty percent of the proceeds will be given to the A.N.S.W.E.R. organization.

I Heart Radio charity concert

Celebrities like Taylor Swift, Beyonce, and Paul McCartney will come together and share a stage to celebrate coexistence and differences. On May 15th, thousands will gather at the iconic Hard Rock hotel and casino in Las Vegas to watch as these artists promote diversity. Each artist will give a five to ten minute speech about their background and efforts to end racism in hopes that fans will listen and create a chain reaction. Tickets will only be given to the first 20,000 people to post a picture showcasing diversity with the hashtags #WeAreOne or #LoveFirst on Twitter, Instagram, or Facebook. Fifty percent of the proceeds will be given to the Black Lives Matter campaign.

aROUND THE WORLD CONTEST HOSTED BY AIRBNB

Clients of AIRBNB, an online marketplace and hospitality service, enabling people to lease or rent short-term lodging including vacation rentals, apartment rentals, home stays, will be entered for a chance to win a trip anywhere in the world. By proudly displaying the #WeAreOne or #LoveFirst hashtags on their AIRBNB profile and opening their home to individuals or any race, ethnicity, or culture, individuals will have the opportunity to travel and stay at any AIRBNB location. One lucky winner will be chosen on May 20th.

COSMOPOLITAN MAGAZINE SPREAD

To showcase diversity in models and encourage the world of fashion to work against racism, #WeAreOne is partnering with Cosmo to publish a four page spread on the magazine's May issue. The spread will include eight photographs with over 15 women of all different backgrounds, races, ethnicities, and looks to promote a message of inclusion and love. Three interviews will be conducted for the spread of women who have experienced racism in their lives and their hopes to put an end to it.

Twitter POSTS:

Release dates: April 1st, April 5th, April 12th, and May 4th

FACEBOOK POSTS:

Release dates: April 21st and May 27th

SNAPCHAT POSTS:

Release dates: April 3rd and May 17th

IMPACT

  • FIFA Charity Match: the event averaged about 15 million dollars, enabling #WeAreOne to donate 7.5 million dollars to Racism. It Stops With Me. organization.
  • Humans of New York book signing: Through the sales of books, tickets, and food, the event averaged 50 thousand dollars, enabling #WeAreOne to donate 25 thousand dollars to the A.N.S.W.E.R. organization.
  • I Heart Radio charity concert: The concert managed to make over 22 million dollars in proceeds, allowing #WeAreOne to donate 11 million dollars to the Black Lives Matter campaign.

CONCLUSION

During the campaign, the #WeAreOne page gained over 2 million followers, inspiring individuals to go out and make a change. The events allowed for sizable donations to be made to three organizations hoping to put an end to racism. By gaining almost 3.4 million followers, donating to existing organizations, and spreading awareness, #WeAreOne successfully made an impact and achieved its goals.

CURRENT APPROACHES

  • Racism. It Stops with Me. is an Australian organization working to put an end to racism by partnering with the Australian Rugby League, the Australian Football League, National Museum Australia, and more. The organization hosts multiple talks that showcase different individuals combating racism.
  • Show Racism a Red Card works with different schools in the United Kingdom to teach the importance of diversity and the importance of an anti-racism stance.
  • Hope Not Hate, an organization based in the London, works towards a more modern and inclusive city. By creating the hashtag #moreincommon, the organizations hopes to bring communities together and celebrate diversity.
Created By
lissette becherano
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Credits:

Created with images by maxlkt - "hand united hands united"

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