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#goalkeepers17

#goalkeepers17

About this initiative

It’s now 2 years since the Sustainable Development Goals (SDGs) were launched and Common Ground is part of the movement to tackle them. But how do we ensure that everyone knows about the Global Goals? This is where the third week of September comes in: an opportunity to give an update and engage the world in the progress on the Global Goals. So what did we do during this week?

As part of Common Ground, all of its members have committed to raise awareness of the SDGs amongst businesses and consumers and to work together, in multi-stakeholder partnerships, to support the achievement of the Global Goals. This is part of SDG17 Partnership for the Goals, which explicitly asks business and civil society to work with governments. The #goalkeepers17 project, as outlined in this case study, is example of activity in this space.

 

Project Everyone is the organisation behind the current branding of the SDGs and is committed to end extreme poverty, fight inequality and injustice, and fix climate change for everyone by 2030. This year, in order to raise awareness of the Global Goals and progress made to date, they decided, together with the Bill & Melinda Gates Foundation, to launch the #goalkeepers17 campaign. Focusing on the “Goalkeepers” - the global leaders such as artists, state and business leaders who are owning and driving the Goals – the campaign sought to encourage everyone to become a Goalkeeper themselves.

Dentsu Aegis Network, in support of Project Everyone, brought together a coalition of businesses to amplify the #goalkeepers17 campaign. Frank Krikhaar, Global CSR Director at Dentsu Aegis Network said: “As part of our Common Ground commitment, we are really focused on increasing consumer and business awareness of the Global Goals. We believe advertising has a pivotal role to play to increasing engagement with Goals.” This coalition included Perfect Day – an award-winning creative agency approached to deliver the collateral – and Quividi, an agency that measures audience engagement within digital out-of-home advertising (DOOH).

 

Ke-Quang Nguyen Phuc, CEO of Quividi said: “When we were approached to help on the #goalkeepers17 campaign, we found a perfect opportunity to innovate using our technology and do good at the same time.” Quividi proposed to amplify the natural effectiveness of DOOH advertising by using an AI-driven process which dynamically assembles ads using a genetic algorithm that optimizes creatives for maximum attention time. This tool is called Campaign Genius and this is the very first time that this tool was deployed on a real-time, evolutionary DOOH campaigns on a large scale.

Our campaign delivered some interesting insights in testing this new technology. Firstly, some combinations drew more attention and tended to persist across many iterations. Other combinations worked better depending on the order in which they were displayed. Secondly, messaging appearing on successive warm colour backgrounds drew more attention. Thirdly, the location that optimized the best had a massive 32% increase in attention time (from 4.2 seconds to 5.5 seconds of attention) between the beginning and the end of the one-week campaign. And lastly, in most cases, the optimized recombination of content pushed the attention time up 20 % over the course of the campaign, from 2.3 to 2.7 seconds. These results are helpful for any subsequent campaign, both paid-for and pro-bono, which uses digital out-of-home as a medium.