USA Network, part of NBC/Universal, approached Citizen to develop a multi-year pro-social initiative that reflected its core values, and that was consistent with its overall brand positioning. After thorough review, we recommended adding deeper dimension to their “Characters Welcome” platform by creating “Characters Unite” – a program based on the premise that we are all characters, and that life is richer when we see beyond stereotypes.
Citizen-produced TV spots launched on USA Network in January 2009, and an online campaign asked Americans to, despite their individual differences, take a pledge for unity and mutual respect. A Facebook application also let users earn badges by sending pledge invitations to their friends. In addition, Citizen helped develop the Characters Unite coalition composed of more than 20 non-profit organizations dedicated to combating intolerance. In its first month alone, the website garnered more than 48,000 pledges, and 2009 ended with a high-profile Characters Unite Townhall hosted by Tom Brokaw. 2010 plans include furthering harnessing the power of social media to drive participation via discussion boards, games, and educational materials designed for high schools.
