The campaign website and new philanthropy platform created by Leo Burnett will allow companies and brands to sponsor a word that the world could use more of. For example: "love, kindness, giving, etc." From now through Sept 22, people can "unlock" money pledged by corporate sponsors by sharing these words as hashtags through social media and SMS. Each of these sponsored words, identified on www.worldhumanitarianday.org, unlocks a one dollar donation that will go to a designated fund to help NGOs and UN agencies reach more people in need of humanitarian support. This new marketplace for words will be an ongoing way for the U.N. to harness the power of social media and people in the event of a humanitarian crisis and is essentially turning words into action.
Additionally, Leo Burnett New York is launching hot air balloons featuring some of the unlocked words across the world beginning on August 19th in areas spanning from Los Angeles and New York City to the Sudan and Australia. There will also be a full scale nationwide print campaign and campaign videos featuring spokesperson, Beyoncé.