Fifteen years ago, Rwanda suffered one of the deadliest genocides in world history – an estimated 800,000 people were killed in 100 days. Today, the country has been significantly transformed and political, judicial, economic and social institutions have been rebuilt.
Despite the accomplishments, public perception of Rwanda continues to be shaped by the genocide, with little understanding of the country’s progress. Recognizing this, Rwanda’s government engaged with Racepoint Group to develop and implement a promotional campaign designed to promote a post-genocide message about the Rwanda of today and tomorrow.
The campaign used an integrated strategy composed of traditional, digital and experiential components that simultaneously promoted key messages and online community formation, while undercutting misinformation. Racepoint developed two online communities, Friends of Rwandaand Rwanda Fact Checkto shape the dialogue about the country. Other campaign components included proactive outreach to top-tier media, an op-ed and letters-to-the-editor program, war room issues response, experiential media tours to Rwanda and policy elite and investor briefings.
The campaign produced more than 100 articles per month in traditional media such as Newsweek, Financial Times, New York Times, Washington Post, The Guardian, The Huffington Post, National Geographic, BBC Lonely Planet, BBC World, CNN and CNBC. Education in Rwanda online discussions increased by 4,400%; Rwanda travel and tourism discussions increased by 183%; Rwanda economy discussions increased by 129%. Rwanda genocide discussions decreased by 11%. Rwanda Fact Checkand Friends of Rwanda received approximately 1,000 visitors per month and visitors from 21 different countries.
PRWeek recognized the excellence of this work and named it 2010 Global Campaign of the Year.