UN Voices // Triple layer communication

[youtube=http://www.youtube.com/watch?v=fH93OAURRis&w=500&h=417]

This is an older campaign, but is a great example of how to design a communication framework.

Channel mix was a convergence of print, outdoor, mobile and digital.

In terms of user interaction, it works on three levels:

1.       Awareness – you can see the ad in print or outdoor and get the gist of the message

2.       Engagement – take a photo of the persons mouth on your mobile and you receive a phone call from them, telling you their story (all proceeds from the calls went to the relevant charity)

3.       Involvement – go online to see more stories and to contribute your own – User Generated Content that contributes directly to the campaign idea