Title	#PAPERTWEET
Brand	ACF FRANCE / ACTION AGAINST HUNGER
Product/Service	ACF
Category	C02. Use of Social in a PR campaign
Entrant Company	WE ARE SOCIAL Paris, FRANCE
Advertising Agency	WE ARE SOCIAL Paris, FRANCE
Production Company	CAPORAL FILMS Paris, FRANCE

Name	Company	Position
Sandrine Plasseraud	We Are Social	Managing Director
Guillaume Lalu	We Are Social	Deputy Managing Director
Thomas Guilhot	We Are Social	Creative Director
Léo Palti	We Are Social	Art Director
Romain Payan	We Are Social	Art Director
Guillaume Clarke	We Are Social	Copywriter
Emmanuelle Hervéou	We Are Social	Account Director
Nathan Blaison	We Are Social	Account Manager
Jerome Raynaud		Film Director

The Campaign

#Papertweet is a social crowd-speaking campaign aimed at increasing politicians' awareness around undernutrition. Despite undernutrition killing 3 million people every year, France spends less than 1% of its budget on fighting hunger worldwide. Action Against Hunger teamed up with charity group Génération Nutrition to create #Papertweet, a way to give a voice to all those suffering from hunger. The concept: distributing Papertweets to people suffering from undernutrition, giving them the means to voice their own misery. The Papertweets were then collected, repatriated, digitized and published online on papertweet.org. Internet users could then choose a digitized online papertweet and send it via Twitter to a politician of their choice. Media, blogs, celebrities and other opinion-leaders have gotten involved and have shared this initiative. On 15th June, the global day of action against hunger, hundreds of tweets were sent to our political decision-makers.

The Brief

Our goal was to mobilize support through an emerging trend in the digital space: crowd-speaking. We wanted to go further than just coming up with another marketing campaign, instead coming up with a powerful idea which would influence French decision-makers and would help allocate more public funds to this cause.

Execution

We went to Haiti to meet people suffering from hunger and shot video to help document their pain, and help us spread the word about the campaign. In Haiti we met Erithson, a young boy who was the ideal “hero” of our story, and the perfect incarnation of our campaign. We then distributed blank Papertweets and encouraged people to fill them in with their personal messages to our politicians. We repatriated, digitized and published online on papertweet.org and used ACF social channels, as well as blogs and media outlets, to spread the word and encourage people to go to the platform, choose a digitized online papertweet and send it via Twitter to a politician of their choice. All papertweets were scheduled to be sent at the same time on June 15th, the global day of action against hunger, and accentuate pressure on politicians.

Thousands of tweets were sent on the 15th of June. Among those who sent tweets, were one of the most influential and popular French journalists, along with singers, media, and blogs. Since the campaign, Action Contre la Faim and charity group Génération Nutrition have been able to meet with Annick Girardin, the French Secretary of State dedicated to Development at the Ministry of Foreign Affairs.

The Strategy

Strategy and Targeting : We decided to create #Papertweet, a way to give a voice to all those suffering from hunger. The concept: distributing Papertweets to people suffering from undernutrition, giving them the means to voice their own misery. The Papertweets were then collected, repatriated, digitized and published online on papertweet.org. Internet users could then choose a digitized online papertweet and send it via Twitter to a politician of their choice. We wanted to use Twitter to target politicians, as the platform’s audience is known for bringing major topics to the world’s attention and is known for reaching a substantial amount of users, including media and celebrities who could be integral in relaying our message beyond just the digital space (and who could put pressure on politicans.)