Global Citizen’s sole focus is to eradicate extreme poverty by 2030. But in 2020, with the growing spread of COVID-19, Global Citizen immediately realized that this virus would have a massive impact on the ability to reach that goal. Estimates have stated that the economic impact of COVID-19 could force an additional 71 million people into extreme poverty, and push those who are already struggling into a deeper hole. Global Citizen immediately pivoted their work to lead the global response. In order to encourage audiences to stay home and support the World Health Organization, Global Citizen worked with its artist partners to put on a series of concerts on Instagram.
At the beginning of March, just as the COVID-19 pandemic was reaching the U.S., Global Citizen launched an Instagram Live concert series called “Together at Home” to support the World Health Organization’s COVID-19 Solidarity Response Fund. Over the course of two months, the world’s brightest artists hosted concerts on their own personal channels in support of Global Citizen and the campaign. In each video, the featured musician would play a few songs and then encourage a fellow artist to host the next concert.
Ultimately the series totaled 143 Instagram Live concerts, including from artists like Chris Martin, Niall Horan, John Legend, Jennifer Hudson and H.E.R. The series generated actions from 500,000 Global Citizens, and culminated in the “One World: Together at Home” broadcast special that raised $127.9 million for frontline healthcare workers and the WHO’s COVID-19 relief efforts.