…
…
…

The campaign in 2019: Changemakers lead the way... to the #1 in the charts

Some individuals make all the difference. Freedom of speech activists, environmental campaigners, defenders of women’s rights, etc. To honor them, we teamed up with Belgian’s #1 hiphop artist Tourist LeMC. Together we went to Congo to meet changemakers and write a song with local artists.

We turned this into the central creative of the campaign, supported by content that really gets under your skin. A PR kick off action boosted momentum: we gagged over 350 famous statues as a symbol of numbing free activist speech.

…
…
…
…
The results: Get high on PR. And ROI.

You know those cringeworthy campaign songs? This was the opposite. Called “Ubuntu”, it got massive airplay on all stations and reached #1 in the charts. Tourist LeMC sold out Belgium’s biggest venue and opened his show with Ubuntu. All revenue related to the song was donated to 11.11.11.

The PR effect of the campaign was easily worth 20 times the media budget, with all channels and newspapers reporting on our kick off action and the campaign song. If we count the number of times the song was aired, we’re reaching over 1000 times the out of pocket budget. We just stopped counting after that.

And the donations? In times where charities are struggling with declining results from fundraising, 11.11.11 equaled the high returns of the previous years with 5.5 million euros.