jdhumphreys.com | Work: Peace One Day Case Study

Peace Day was a good idea in 2001, but people just weren't participating in the large numbers it deserved. There was a need for September 21 to be more impactful especially in a world where we feel helpless or oversaturated in imagery of white doves and olive branches. They needed something to do. It had to be easy, quick, free – and meaningful.

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Channel Anger Into Action
We created a campaign using Google apps challenging college students in the U.S., India and China to stop being passive, to get angry about bloodshed, and to finally take action on September 21. That action: donating an integral part of themselves to combat zones, in the name of peace.

Target the Loud and Volatile
We targeted higher-ed students in China, U.S. and India (3 largest economies). This diverse group is immersed heavily in social media and apps daily and takes a deep interest in social activism, especially when it's easy or convenient. Yet, this group is less likely to donate financially, don't live in combat zones and therefore feel powerless at times. They can quickly recognize hype associated with "greater good" initiaves. Relying on their "bullshit detectors" they will quickly question and criticize a disingenuous or half effort and praise those that cut through the clutter in being truthful with no corporate interests attached. Our communications must not only be provocative, but crafted to show Peace Day is a genuine effort and that their participation is crucial. Their brand recognition of Google as the worldwide leader of search is very high and would also help garner their trust and enthusiasm.

Strategy

How it Could Be Done
We would create the world's largest blood donation event ("Shed Blood for Peace") on September 21. Google's resources would let donors track their blood, allowing them to see where they are having a direct impact on the world. This would require teaming up with the Red Cross and various blood banks to transport blood to combat zones or areas of constant blood shortage.

Why it Would Work

• A defined supply and demand
Giving blood is free and relatively easy for most college students to do but also is the most extraordinary thing you can do for another human being. War-torn areas, combat zones or areas of constant unrest rank blood supplies as a critical need.

• College orientations to announce event
Most college campuses kickoff the fall semester mid-August. This makes college orientations useful in spreading the word (with adequate notice) of the very important upcoming date of September 21. We would work closely with international student organizations and humanitarian clubs, not only to distribute information during orientations, but also to champion the event on campus.

• Non-donors can play integral part
People who do not give blood are able to see the impact of Shed Blood for Peace and follow Jeremy Gilley's journey to the combat zones alongside the blood donations. Throughout the campaign, we would create opportunities for people who cannot donate to volunteer their time and to encourage others who can donate.

Continue Engagement Beyond September 21

The area that received your donation can be researched more with Google Knol and Alerts so that you can stay up-to-date on the news and commentary on that combat zone even after September 21. Twitter would also extend the conversation beyond Peace Day through real-time posts on areas that received donations and new areas of conflict or unrest. Twitter would also be used to tease event information months before the next Peace Day.

The colleges and universities who did not participate could be targeted for the next Peace Day and directed to the various resources to make it possible.