THE RAOUL WALLENBERG ALGORITHM

ClientRAOUL WALLENBERG ACADEMY
Category A13. Not-for-profit / Charity/ Government
TitleTHE RAOUL WALLENBERG ALGORITHM
Product/ServiceTHE RAOUL WALLENBERG ALGORITHM
Entrant GULLERS GRUPP Stockholm, SWEDEN
Idea Creation GULLERS GRUPP Stockholm, SWEDEN
Idea Creation 2 RAOUL WALLENBERG ACADEMY Stockholm, SWEDEN
Media Placement GULLERS GRUPP Stockholm, SWEDEN
PR GULLERS GRUPP Stockholm, SWEDEN
Production GULLERS GRUPP Stockholm, SWEDEN
Credits
Name Company Position
Johanna Sturk Gullers Grupp PR Strategist
Johan Yilmaz Gullers Grupp Creative Director
Cornelia Böttiger Gullers Grupp Project Manager
Kajsa Runnérus Gullers Grupp Producer
Christian Hammar Gullers Grupp Creative Director
Jerker Belvert Gullers Grupp Creative Director
Jacob Lindberg Gullers Grupp Copywriter
Anton Severin Gullers Grupp Copywriter
Isaac Kuehnle - Nelson Gullers Grupp Developer
Merhawit Habte Gullers Grupp PR and Social Media
Matilda Hedengren Gullers Grupp Graphic Design
Yoel Svenzén Gullers Grupp Graphic design
Jens Öhgren Gullers Grupp PR Consultant
John Gille Columbus Gullers Grupp Film Producer
Olle Wemne Gullers Grupp Research
Per Fridsjö Gullers Grupp Animation

Background

The Raoul Wallenberg Academy (RWA) is a non-profit that works in the spirit of Raoul Wallenberg to inspire today’s youth to become compassionate leaders of tomorrow. The RWA wanted to highlight the importance of compassionate leadership both offline and online. The way world leaders behave and express themselves on social media has significant impact on society. Their words can cause stock markets to fall and trigger wars. We needed to remind them of the power at their fingertips and the importance of acting with compassion when sharing their views with the world. The brief was to increase awareness of the RWA’s work and to highlight the importance of compassionate leadership online. The goal was to: - Get 1 000 people to use the hashtag #warmupourglobe within one month. - Be mentioned in ten media outlets. - Secure future funding for the RWA.

Describe the strategy

With boorish leaders like Donald Trump, Twitter plays a crucial role in influencing public debate. Tweets that lack compassion have a significant impact on the global conversation. In order to introduce a brand-new way of talking about compassionate leadership online, it was important to create a tool that was: Current - It needed to be real-time and up-to-date but also agile enough to give users a constantly changing experience. Correct – It had to be built using well-known technologies and established research on empathy and compassion. Interactive – I needed to be unique and game-changing to get attention from the target groups, and interactive to spark engagement.

Describe the execution

The Algorithm calculates the global compassion temperature in real time based on tweets from 300 world leaders. Every day the algorithm processes hundreds of tweets and analyses emotions and tonality. IBM’s Watson AI is used to analyse sentiments such as anger, fear and happiness. The parameters and scales where chosen in collaboration with a professor of empathy to determine whether a tweet is cold or warm. By combining this with the number of Twitter followers of each leader, the algorithm calculates the global compassion temperature. As tweets are analysed, a 3D globe on the campaign website changes colour and temperature according to a scale of 100° to -100° Raoul. Users can explore how the global temperature has changed over the past 24 hours and detect trends by exploring the temperature day-by-day. The algorithm was launched on a very limited budget using PR and a video on social media.

List the results

The algorithm has processed nearly a million tweets. 1 600 young leaders and influencers made #warmupourglobe trend on Twitter for 13 hours, and online mentions of the RWA increased by 4890%. The RWA were invited to talk about compassionate leadership in a number of media outlets. This generated 23 000 000 million impressions in the first week as the project appeared on the cover of Sweden’s leading daily newspaper and on the biggest morning television show. The algorithm made several organisations commit to additional donations to the RWA. The organisation’s director was invited to demonstrate the algorithm at the Swedish embassy in Paris. Since the algorithm can draw conclusions about the global compassion temperature, it is now used in schools to teach young people about the importance of compassionate leadership. Behavioural change starts with young leaders, so let’s help them make the world a warmer place.