PUBLIC RELATIONS PLAN

BACKGROUND

ONE was founded by 11 of America's most well known and respected aid groups: Bread for the World, CARE, DATA, International Medical Corps,

International Rescue Committee, Mercy Corps, Oxfam America, Plan USA, Save the Children US, World Concern, and

World Vision. from one.org

ONE is Americans of all beliefs and every walk of life

– united as ONE – to help make poverty history.

We are a campaign of over 2.4 million people and growing from all 50 states and over 100 of America’s

most well-known and respected non-profit, advocacy and humanitarian organizations. As ONE, we are asking our

leaders to do more to fight the emergency of global AIDS and extreme poverty. ONE believes that allocating more

of the U.S. budget toward providing basic needs like health, education, clean water and food would transform

the futures and hopes of an entire generation in the world's poorest countries. 

from one.org

MISSION STATEMENT

ONE is nonpartisan.

ONE works on the ground in communities, colleges and churches across the United States.

ONE members ask America’s leaders to increase efforts to fight global AIDS and

extreme poverty.

ONE Increases effective international assistance.

ONE encourages grassroots organization at ONE.org. 

CURRENT ACTIVITIES

PR CAMPAIGN

ONE has low awareness at a grassroots level.

ONE can improve awareness with it’s top level donor audience.

PR DILEMMA

Raise awareness for the ONE Campaign by 25%.

Increase support ($$$) by 25% over the next year.

End Date: May 2, 2009

PR GOALS

We can measure success by:

Internet TrafficNew Members from the Website

DonationsMerchandise Sold

METRICS

PROGRAMMING

The ONE Concerts to end poverty.

Los Angeles, CA – The Rose BowlEast Rutherford, NJ – Giants StadiumAustin, TX – Texas Memorial Stadium

MEGA CONCERTS

Showcase major bands:

U2 – Dave Matthews Band Daughtry – Lifehouse – Carrie Underwood

Kelly Clarkson – Jewel – Miley Cyrus Justin Timberlake – Jars of Clay – Pink Shakira - Elton John – Annie Lennox

MEGA BANDS

TV Commercial Spots:

All Major NetworksWith Musicians and Spokepeople

2 Months Before the Concert.Before Tickets go on Sale.

EVENT PROMOTION

Grassroots Organization:

College and High School Students.Offer Free Merch (bracelets) that double as

promotion.Facebook / MySpace Groups and Contests

Printable Stickers and Pins

STREET TEAM

Print Ads in Magazines:

Rolling Stone – Vanity Fair – O MagazineTime – Entertainment Weekly – LA TimesNY Times – Austin American Statesman

MAGAZINE ADS

Transportation Based Ads:

Billboards on Major FreewaysMass Transit Campaign

Bumper Stickers

COMMUTE ADS

Online Advertisement:

Promotional website for the concertBanner Ads

Cross promotion at MySpace / Facebook

ONLINE PROMO

Washington DC:

Organized March to increase awarenessNon-violent / Non-aggressiveCelebrity Speakers and Bands

MARCH TO END POVERTY

Key Figures in the Media:

George Clooney – Brad Pitt – Matt DamnEllen DeGeneres – Tom Hanks – Nelson Mandela

Angelina Jolie – Salma HayekDavid & Victoria Beckham – Djimon Jounsou

Oprah – Forest Whitaker

CELEBRITY ENDORSEMENT

For Every ONE Dollar Spent…

StarbucksBen & Jerry’s

Bill & Melinda Gates FoundationIdol Gives Back

PARTNERSHIPS

TIMELINE

May and June 2008MySpace / Facebook

Add media contact for crisis to websiteBook Celebrities / Book Bands

Partner with Organizations / Form ContractsBegin Promoting Concert

July 2008Organize Local Street Teams

Shoot CommercialsPromo Video with MDG to show in schools, churches, etc.

SUMMER ‘08

August through December2008

Design and Run Print AdsOrganize Venue contracts for event

Promote PartnershipsEncourage MySpace / Facebook groups

Boost support to Street Teams

FALL ‘08

January and February 2008

Promote WHITE WristbandsBegin Selling Tickets for Concert

Begin Promoting Contests (free tickets)

WINTER ‘08

March 2008Air TV Commercials

Radio Spots

April 2008Increase partnership with Idol Gives Back

Raise Money / Awareness

SPRING ‘08

May 2, 2008Organize Rideshare to get people to concert locations

Livecast the concert on the website andOn YouTube

replay Concert on YouTube forever.

EVENT DAY

MEASURING SUCCESS

Key Indicators:

25% increase in Internet Traffic at One.org25% NET New Members from the Website

25% increase to Annual Donations25% Boost to Merchandise Sold

VICTORY

THANKS.