How to Gain Access to New Markets & New Customers

United Nations
International Campaign on Women's Issues

Situation:

• United Nations Population Fund's research wanted to increase awareness and action on women's issues in developing countries.
• They had relatively few staff and dollars, yet their reach needed to cover dozens of targeted countries with hundreds of millions of women.

Solution:

• Coddington Management (NYC) is appointed to head up the initiative. 
• Coddington creates an international campaign driven by celebrities and key influentials integrated at three operational levels: international, national, and local.  Key stakeholders included 6 Miss Universe winners, rock stars, national celebrities in participating countries, government leaders, NGOs and educators.
• Educational campaign involved print, broadcast, and digital media.  
• Modest seed funding at local levels generated immense leverage at the local level.

Outcome:

• Within 2 years, thousands of high-level & grassroots influentials are reaching 100's of millions of targeted people with education, self-help materials and a "call to action."
• Metrics for tracking changed behavior are in place but results will take years to show.