How does a small non-profit group persuade governments of developing nations in South America, Asia and Africa to purchase laptops and distribute them to school children in impoverished areas? Furthermore, how do you accomplish this mission when the world's most aggressive technology giants (Intel and Microsoft) decide that your children's laptop is a threat to their future marketshare?
One Laptop per Child (OLPC), a global humanitarian program founded by Nicholas Negroponte, turned to Racepoint Group to sway world public opinion in favor of its initiative to eradicate global poverty through education. Racepoint developed a three-pronged campaign strategy to highlight the program's moral purpose, educational aims and unparalleled technology innovation.
In 2007, Racepoint Group drove a media blitz that featured OLPC in more than 20,000 pieces of print and broadcast media and more than 60,000 blog posts. Broadcast coverage included “60 Minutes” (3 times), ABC “World News Tonight,” ABC “Good Morning America,” NBC’s “The Today Show,” BBC (multiple channels on TV, radio and online), PBS’ “The News Hour with Jim Lehrer,” Al Jazeera, CNN, CNN International, C-Span, CNBC, Fox Business News, MS-NBC, NPR (multiple programs), BSkyB News, NHK, Fuji-TV, France 24, and more.
Print media included front-page stories in The New York Times and The Wall Street Journal (3 times) and major features in Fortune, Forbes, BusinessWeek, The Washington Post, The Christian Science Monitor, Newsweek, TIME, The Chicago Tribune, The Los Angeles Times, People, Financial Times, Times of London, The Guardian, The Independent, The Economist, Le Monde, Der Spiegel, El Pais, O Globo, Globe and Mail, National Post, and hundreds more.
Associated Press, Reuters, BBC News Service and IDG News Service ran dozens of stories that were picked up on every continent. Blog posts appeared on all the major analyst and news sites, BoingBoing, TechCrunch, Silicon Valleywatcher, Wired, Gizmodo, Engadget, GigaOM, CNET, ZDnet, as well as thousands of other blogs.
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