WASHINGTON: The UN Foundation is working with Brazilian PR firm LiveAd on a social media initiative called Rio+Social that will run alongside the UN's Rio+20 summit on sustainable development.
LiveAD, a Brazilian-based digital media and PR firm, is doing most of the media outreach for Rio+Social. Fleishman-Hillard, which is AOR for the UN Foundation, is helping with messaging for the event.
Rio+20 takes place from June 20-22 and is only open to heads of state. Rio+Social will take place on June 19 and is designed to ensure everyone can get a say on issues ranging from sustainable energy to poverty eradication.
Much of LiveAd's focus has been reaching out to key bloggers and social media influencers in the region to draw interest in the event, said Rodrigo Cunha, director of PR at LiveAD, which is also utilizing sites such as Twitter and Facebook.
Rio+Social will allow speakers from the summit and other thought leaders such as Ted Turner, founder of the UN Foundation; Michelle Bachelet, executive director of UN Women; and Ertharin Cousin, executive director of the World Food Program to speak via video transmitted through social networks.
Viewers will be able to send questions to the speakers via Twitter and Facebook. The effort will be similar to the Social Good Summit held in New York City during high-level sessions of the UN General Assembly.
“We know social media is part of everyday life in the fabric of South America,” Aaron Sherinian, VP of communications and PR at the UN Foundation, said: “It is one of the most active social media markets in the world and we think this will do well there.”