We created this campaign in partnership with ONE.org. It is designed to increase awareness of the need for a global COVID-19 response and encourage citizens to demand action from global leaders; Because none of us are safe, until all of us are safe.
#PassTheMic launched on May 21st, 2020, we asked celebrities to give up their most powerful tool, their social media platforms, to let experts on all things COVID-19 help educate the world on how we can protect ourselves, protect others and ensure equitable access to solutions.
With a focus on emergency relief, economic stimulus and maintaining global health standards, the campaign launched with Julia Roberts giving up her social media platforms to Dr. Anthony Fauci, followed by Hugh Jackman giving up his platform to President Ellen Johnson Sirleaf, Penelope Cruz to Dr. Clotet, Danai Gurira to Dr. Ngozi Okonjo-Iweala, David Oyelowo to Gayle Smith.
In total, 43 celebs gave up their platforms to global experts and leaders. #PassTheMic was responsible for thousands of people reaching out to demand a coordinated global response, in fact it was so successful that it was shortlisted for a PR Week 2020 Purpose Award.
The engagement, pick up and action was powerful and equally important, global. With over 4.3 billion media impressions and 2,300 global media hits, 43 global health experts suddenly had a massive social media presence and an audience of 779 million people. The campaign triggered 91 million social interactions.
#PassTheMic was a huge media/public engagement moment, a critical tool for ONE’s advocacy team to put pressure on Governments to commit to fund a global response.
“Pass the Mic is one of the most high-profile campaigns that ONE has done, and put critical heat and attention on the need for a global response. The US has now committed $18.5 billion to battle the pandemic globally. And ONE was and is an integral partner to ensuring that commitment.” – Tom Hart, Executive Director North America; ONE
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