On April 5, 2009, a newly inaugurated President Barack Obama delivered an address, now known as the ‘Prague Speech,’ announcing “concrete steps” the Obama Administration would take to move towards the elimination of nuclear weapons. Four years later (three months into President Obama’s second term), Global Zero needed to increase public awareness of nuclear proliferation and mobilize support for the plan to reduce nuclear arms the President laid out in his Prague Speech.
Our objective was simple: mobilize artists through FitzGibbon Media’s Artist Action Team and their partnerships throughout the creative space to garner shares for the PSA with as many people as possible. The public showing of support for arms reduction would remind the White House that the public supported those goals President Obama had set out in his groundbreaking Prague Speech four years earlier. Additionally, FitzGibbon Media strategists identified avenues through the PSA campaign to increase Global Zero’s name recognition with artists in order to more deeply engage them in future campaigns.
By creating relationships built to last rather than one-off efforts, FitzGibbon Media’s Artist Action Team sought to prime the way for continued engagement by artists for future Global Zero campaigns. For more than two months, the Artist Action Team, working closely with Global Zero, reached out to artists and their management; introduced them to Global Zero’s mission; educated them on the issues related to the campaign surrounding the anniversary of the Prague Speech and provided them with sample messaging to post on their social media profiles. The Artist Action Team then worked with prospective and interested artists to share the PSA with their followers, across multiple platforms, to give the PSA as far a reach as possible.