100 LIVES is a unique project rooted in the centenary of the Armenian Genocide. It is an initiative of three Armenian businessmen and philanthropists, Vartan Gregorian, Ruben Vardanyan and Noubar Afeyan, who wanted to use the 100th anniversary of the Armenian Genocide to ensure the events were reinforced in the world’s memory.
But even more so, to use the milestone as a way of demonstrating gratitude to those who put themselves in harm’s way to save Armenians a century ago.
100 LIVES was a year in the making for Edelman. Working closely with the 100 LIVES team Edelman undertook a complex programme that included pioneering work in the communications marketing field. This included executive positioning, the development of the visual identity, web property development, an international stakeholder engagement and listening tour, creation of compelling content, event production and management, research and insights.
The team developed the Aurora Prize for Awakening Humanity, a new global prize worth $1 million that will be given to those who put themselves at risk and enable others to survive and thrive. Edelman recruited the crème-de-la-crème of the humanitarian world to the Prize Selection Committee. Current members include Elie Wiesel, Mary Robinson, Oscar Arias, Hina Jilani, Gareth Evans, Vartan Gregorian and George Clooney.
The launch event in New York brought together 150 people from the Armenian Diaspora, human rights, business, policy and politics and media communities and was broadcast online to an audience of several thousand people. They enjoyed remarks from the 100 LIVES co-founders and were treated to a conversation between Ruben Vardanyan and George Clooney which was moderated by Gwen Ifill.
On launch day Edelman unveiled five language websites, attracted an overwhelming response on social media channels including 12,000 Facebook fans in under 100 hours, a number that continues to grow. It has reached over 21.9 million Twitter users, whilst the brand film ‘Be Armenian’ has received more than 16,000 views on YouTube.
Signature coverage was generated from Australia to Argentina that will reach more than 350 million people around the world across key media channels including The New York Times, CNN, Al Jazeera, The Economist, Fox News and the Huffington Post amongst others.
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