This is a presentation on celebrities and influencers engagement with World Vision from Bruno Col, Regional Communication Director for WVI in West Africa. Bruno shared his experience in Australia and West Africa with informal group "Acteurs du Savoir et de la Communication Dakar" on oct. 8 2015 at Jokkolabs Dakar.

1. Celebrities
&
Influencers
Engagement
Dakar - October 2015
Les Acteurs du Savoir

2. Enhance your brand recognition, visibility and promote your
organisation’s core values
Introduce to children and youth, decent and caring role
models who possess qualities that make children want to be
inspired.
Recognise the impact of an “external” voice to validate and
amplify your work and messaging
WHY?

3. Develop a list of celebrities / influencers in your respective
country.
• Musicians/actors /Artists / filmmakers / photographers /
writers
• Health / scientific experts
• Social Media Influencers / vloggers / bloggers
WHO?

4. Influencers are normal people,
who are often connected to key roles of media outlets,
consumer groups, industry associations or community
tribes.
Influencers may or may not be aware of our
organisation but represent control of an audience
segment that is important to your operations.
Such individuals are not simply marketing tools, but
social relationship assets.
FACT: A WV Senegal staff has more than 3000 FB friends. He owns an
audience and he is an asset for his own organisation.

5. Develop a profile of the celebrity:
• Check whether the person has a clean record (Due
Diligence)
• Check who are the You Tube, twitter followers if twitter
is actively used in your country
• Check who are the Facebook + Instagram
followers/friends if Facebook is actively used in your
country
FACTS: Tweets from WVA’s ambassadors around the importance of maternal
HOW?

6. Be ready to contribute to Ambassador’s profile:
• Assist the celebrity / influencer to associate his/her name
with your activities and campaigns
• Help him/her feel satisfied in being beneficial to the
development work happening at a National level
• Be flexible in introducing their supporting work is
accomplishing with your organisation in a most appropriate
for him/her manner
WHAT TO DO?

7. TWITTING FOR REACH

8. Social media plays a critical role in enrolling a celebrity /
influencer:
• Assure you agreed on twitting on his/her behalf.
• Support Vlogging or Blogging regularly (once or twice a
month) can be another way of involving the celebrity /
influencer: https://www.youtube.com/user/FunForLouis
• Consider any other social media appropriate for your
country / activity
WHAT TO DO?
FACT: Louis Cole’s Trip to Sierra Leone with World Vision has been documented with 6
short videos (10 mns) – Total reach globally: 1.106.000 views so far…

9. CASE STUDY
https://www.youtube.com/watch?v=JGO-ALGp0QM
Hugh Jackman, Hollywood star and all-round good bloke,
isn't the first person one imagines spending spare time
planting coffee trees in Ethiopia, but Jackman believes
humanity works better when people work together.
Putting his time and money where his mouth is, Jackman, a coffee farmer from
Ethiopia and World Vision proved that social barriers can be stepping stones,
rather than stumbling blocks.
In Ethiopia and other developing nations, coffee farmers work just like us to
sustain their businesses, feed their families and educate their children.
But factors outside of their control make running their businesses difficult. They
can’t access markets that can offer fair prices, and inefficient production methods
limit their growth.

10. CASE STUDY
Dukale is one such farmer. A family man living in
Ethiopia, Dukale was hindered by the same
circumstances facing legions of his fellow farmers.
He also had to harvest his trees for fuel—trees he needed to provide
shade and oxygen for his coffee plants. His family spent their days
gathering firewood, making it impossible for his children to get an
education or for his wife to pursue her own business goals.
Dukale didn’t want to rely on people’s generosity. Like those of us above
the poverty line, all he wanted was to realize the fruits of his own labour.
After working with Dukale on his farm, Hollywood actor Hugh Jackman
realised that he and Dukale could help each other.
So, casting their superficial differences aside and coming together as two
human beings with one idea, they went into the coffee business together.

11. QUESTIONS?

12. @: bruno_col@wvi.org
Skype: brunorcol