In 2017, Citi proudly partnered with Global Citizen for the 7th consecutive year to help end extreme poverty. Citi is a sponsor of several music festivals each year, but Global Citizen Festival (GCF) is the only one that serves as a larger call to action for the community to rally together around social good. With an overall theme of personal empowerment, we – along with 60,000 of our new friends who joined us in Central Park - set out to showcase just how powerful the intersection of music and social good can be.
Last year GCF expanded into a week-long event, and Citi was a sponsor
of events throughout, including panels, workshops, and more. It was
kicked off by Mumford & Sons, an intimate concert hosted by Citi Sound
Vault with proceeds going to Global Citizen and Children in Conflict.
The program objectives were as follows:
To motivate the festival's audience of progress makers, we built our strategy around the following themes:
This helped inform our larger creative platform: Model Citizens. Unlike other festivals, GCF attendees come together for one week to inspire acts of social good around the world (tickets aren't sold, they have to be earned). The people who make up GCF – the artists, the fans, the activists – all have different reasons for getting involved and we wanted to uncover those stories and share them across social.
Our creative platform was visible in all of our executions surrounding the festival, including the following:
Our campaign was successful across all three of our objectives.
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