Mitigating a Crisis
Following the tragic murder of a D.C.-based international NGO client’s field operative in Kenya, the WG team, helped develop a sensitive public affairs campaign that galvanized public opinion on behalf of justice and attracted significant numbers of donors and advocates to support the organization’s mission during a challenging time.
The Challenge:
When an employee of a leading human rights organization was brutally murdered by law enforcement officials in Kenya, the organization sought to raise awareness of the dangers faced by human rights workers in countries with a weak rule of law. They also aimed to effectively communicate the urgent need for justice in light of such tragic events.
Our Solution:
WG’s solution was to launch a global public and media relations campaign to raise awareness of the horrendous killing and encourage support for human rights workers. This effort included projecting the victim’s face on a billboard in New York City’s Times Square to draw attention to the tragedy and drive earned media coverage. We also developed internal and external messaging to help the organization (and other nonprofits) encourage stakeholders to pressure the Kenyan government to deliver justice for the victim.
The Impact:
The campaign secured more than 209 million total impressions, leading to an increase in donations and volunteer involvement, including participation in marches for justice, during the duration of the campaign.
