National Geographic Campaign

[Hetty Calin]

NationalGeographic partnered with Microsoft to activate their "Make What's Next" initiative, which focuses on a message to activate girls' interest and involvement in science, technology, engineering and math (STEM). Rooted in the insight that only 6.7% of women graduate with STEM degrees, the program aims to tap into what girls, parents and educators can do to help girls stay interested in STEMs.

Combining National Geographic's expertise in science and storytelling with Microsoft's technology leadership, we set out to empower girls to change the world, stay in STEM, and be the ones to #MakeWhatsNext

The strategy was to align to a global moment (International Women's Day) and tap National Geographic's world-renowned female explorers and photographers to serve as inspirational storytellers through a mix of Facebook LIVE, in-person events, and inspirational content that was made accessible to a global audience through Nat Geo's incredible social media footprint.

The #MakeWhatsNext partnership kicked off with a celebration of International Women's Day on March 8, 2017, the perfect "Moment" to announce a campaign to empower girls. A total of 30 photos on five of National Geographic's Instagram channels and 10 posts across four of National Geographic's Facebook channels featured prominent female explorers in action with inspirational messages and an invitation to join us at the upcoming free workshops in Microsoft Stores across the U.S.

On March 18, 2017, Nat Geo's millions of Facebook followers were invited to tune in to a Facebook LIVE featuring a female scientist, Jennifer Adler, a National Geographic Young Explorer working on a conservation education project called Walking on Water, for a Q&A and to hear about how STEM empowered her to change the world.

On March 18, 2017, six Microsoft stores around the U.S. held #MakeWhatsNext workshops, connecting girls 8 and older to six National Geographic female explorers up close and personal. The events included a keynote with Q&A (best part of the day!), a career quiz, a coding exercise, and streamed in the Facebook Live event with Jennifer Adler.

Overall, the campaign garnered more than 150 million social and digital impressions on National Geographic distribution channels, 4 million social engagements, and 6.4 million video views. The human element of the campaign connected girls to real-life stories and experts, elevating the message and reinforcing the importance of learning, pursuing and staying in STEM career paths.

By planning a campaign in conjunction with International Women's Day, National Geographic and Microsoft contributed relevant content to the IWD conversation and maximized impact. On launch day, the International Women's Day social takeover yielded 67 million social impressions, over 3.5 million likes and over 1,000 pieces of content generated on Instagram using #MakeWhatsNext.

Nearly 300 girls attended 6 #MakeWhatsNext workshops in Microsoft locations across the U.S. The live-stream explorer feed reached a potential audience of 90 million followers, and had 100K organic live stream views and 2.7 million total views in the days that followed.

For 130 years, National Geographic has led conversations on topics that matter, using their iconic yellow border to frame critical issues that impact our world. As the #1 brand on social media for the fourth year running, the reach and engagement levels they've amassed are globally unmatched.

With more than 420 million followers across platforms, more social action is taken with National Geographic than with any other brand, and now, through its custom multi-platform offering, The Moment, National Geographic is utilizing their leadership in the social space to break-through and spark conversations around topics with the capacity to change our world for the better.

With The Moment, National Geographic enlists their talented editorial storytellers and renowned photographers to highlight salient issues across social media and, in turn, mobilize millions around specific causes. In the past year, National Geographic has focused their collective lens on World Oceans Day, International Women's Day, and more.

How can we feed a global population of 9 billion in 2050 without overwhelming the planet? National Geographic partnered with Land O'Lakes to explore just that in "The Future of Food," a storytelling project about closing the gap between farm fields and family tables through meaningful dialogue about food, agriculture and technology. To amplify this effort, on National Agriculture Day on March 20, National Geographic and Land O'Lakes drove awareness with a Moment and full takeover of National Geographic's social channels, featuring informative editorial, photos and graphics that covered a wide range of topics to foster understanding and spark social conversations around the Future of Food within National Geographic's social communities.

Water is a fundamental human need, yet more than 663 million people around the world today live without access to safe water. This problem disproportionately affects women and children, who spend a millions of hours a day, collectively, collecting water rather than working, caring for their families or attending school. On March 22, National Geographic and Stella Artois partnered to extend the impact of World Water Day with a social Moment featuring editorial content, photos and statistics to spark global awareness, advocacy, and conversation about global water shortages.

The World Water Day Moment garnered more than 111 million impressions and 2.7 million engagements in a single day, through 30 social posts across National Geographic's Instagram channels, eight posts across National Geographic's Facebook channels, an Instagram Story and a Snapchat takeover. Through the distribution of compelling imagery and editorial content, National Geographic brought the global water issue home for consumers around the world.

Nature Valley's Summer Solstice Moment, which included 31 unique social posts across National Geographic's Instagram channels, an Instagram Story and a Snapchat takeover, garnered 118.5 million impressions and 3.7 million engagements in one day. The campaign generated an overwhelmingly positive response and active conversations around both hiking and Nature Valley, outperforming social engagement benchmarks across the board.

WASHINGTON, Jan. 19, 2023 /PRNewswire/ -- Today, the National Geographic Society announced its 2022 fundraising total with $117.9 million in new commitments, the largest fundraising total in the organization's 135-year history. With support from individuals, corporations, and foundations, the Society sets another record-breaking fundraising year and strengthens its dedication to illuminating and protecting the wonder of our world.

The Society invests 100 percent of donor contributions into the organization's priorities and mission-driven work, including its global community of National Geographic Explorers and innovative programs. Most notably, donors and partners fuel the five key areas of the Society's focus: Ocean, Land, Wildlife, Human Histories & Cultures, and Human Ingenuity. These philanthropic investments help further achieve the Society's sustainable business model, a key priority of the organization's five-year strategic plan, NG Next.

"Every philanthropic dollar advances the Society's programmatic work and significantly accelerates our global impact," said CEO Jill Tiefenthaler. "I am beyond grateful for our growing community of donors, supporters, and partners who enable our success. Their generosity has a tremendous impact on our ability to advance new knowledge, elevate stories that build awareness, and equip the next generation with the tools they need to pursue positive change."

The Society is also launching its newly formed Principal Donors Society, the highest designation for lifetime giving and recognizes individuals, corporations, and foundations who have supported the Society through cumulative philanthropic support of $1 million or more. Principal Donors have distinguished themselves as the Society's most loyal stewards, investing generously in scientific research, exploration, education, storytelling and Base Camp. The first group of Principal Donors will be commissioned at the inaugural Principal Donors Society induction and celebration taking place on Wednesday, January 25 at the Society's Base Camp in Washington, D.C.

"2022 was a monumental year for philanthropic investments towards the Society and we are so appreciative of the support we received from donors and partners," said Chief Advancement Officer Kara Ramirez Mullins. "We are also thrilled to honor the first group of Principal Donors next week at Base Camp. Their generous donations help engage audiences around the globe through a celebration of exploration and unforgettable storytelling, and I can't wait to see the ambitious goals we achieve together."

The National Geographic Society is a global nonprofit organization that uses the power of science, exploration, education and storytelling to illuminate and protect the wonder of our world. Since 1888, National Geographic has pushed the boundaries of exploration, investing in bold people and transformative ideas, providing more than 15,000 grants for work across all seven continents, reaching 3 million students each year through education offerings, and engaging audiences around the globe through signature experiences, stories and content. To learn more, visit www.nationalgeographic.org or follow us on Instagram, Twitter and Facebook.

In November, the STB launched a new campaign in partnership with National Geographic to promote Slovenia as a country of active outdoor experiences. The campaign will run until the end of 2022 and covers digital and tv advertising.

The National Geographic team will visit Slovenia in winter and spring to record top video and photo content that presents Slovenia as a green, active and healthy destination for unique outdoor activities. The emphasis will be given to hiking, cycling, winter sports and water activities.

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