The One Campaign

The Client

ONE is an international organization campaigning and advocating for an end to extreme poverty and preventable disease, particularly in Africa. The group, co-founded by U2’s Bono, works with public figures, politicians and celebrities, to raise public awareness of these issues and work with political leaders to combat AIDS and preventable diseases, increase investments in agriculture and nutrition, and demand greater transparency so governments are accountable to their citizens. ONE is sustained by its nearly 7 million volunteer advocates around the world and relies on its advocates’ voices to make a difference.

The Opportunity

ONE was without a U.S. communications director and the firm stepped in to provide support and guidance for U.S. press operations for day-to-day operations and special events.

The Strategy

Teaming with ONE’s staffers based in D.C. and around the globe, Bluelight worked to generate local, national and international press for the organization’s various campaigns, especially in leading up to the July 2015 Third International Conference on Financing for Development in Addis Ababa. This work included arranging interviews for local advocates and ONE leaders in conjunction with the organization’s Power Summit in Washington, D.C., generating coverage around ONE’s letter to German Chancellor Angela Merkel and the South Africa’s Minister of Health Nkosazana Dlamini-Zuma on International Women’s Day asserting that Poverty is Sexist, highlighting Bono’s meeting with parliament members in Canada, and aiding in a social media campaign promoting the strength of women and girls around the world.

The Results

As a result of the team’s strategy and work with ONE’s staff, news pieces were generated in local, national and international press highlighting the group’s conference for local advocates in Washington, D.C., the release of a key report detailing new findings about foreign aid, Bono’s work with Canadian officials, and a new campaign focused on providing women and girls around the world with the tools to raise themselves, their families and their countries out of extreme poverty.

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