PMG Digital Made for Humans

PMG Partners with Google and Global Citizen to Advance Equity for All

2 MINUTE READ | May 21, 2021

PMG Partners with Google and Global Citizen to Advance Equity for All

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Abby Long

Abby is PMG’s senior managing editor, where she leads the company’s editorial program and manages the PMG Blog and Insights Hub. As a writer, editor, and marketing communications strategist with nearly a decade of experience, Abby's work in showcasing PMG’s unique expertise through POVs, research reports, and thought leadership regularly informs business strategy and media investments for some of the most iconic brands in the world. Named among the AAF Dallas 32 Under 32, her expertise in advertising, media strategy, and consumer trends has been featured in Ad Age, Business Insider, and Digiday.

As part of the 2021 Global Lighthouse Partnership between Google and Global Citizen, an international organization that aims to bring together millions of people to take action on worldwide commitments, PMG has partnered with creative agency Alma to launch a new campaign for Global Citizen’s Recovery Plan for the World. The campaign aims to inspire people around the world to register as Global Citizens, with the goal of activating 100 million people to end extreme poverty by 2030.

Read about the campaign on Adweek and Ads of the World

The minute-long spot, “Wishful Thinking,” features everyday Americans working and living under difficult conditions, speaking on how inequality, poverty, and unique obstacles have impacted their ability to live safely in a COVID-19 world. The documentary-style spot carefully portrays the reality of people’s lives we do not often see, to inspire viewers to help build a more just and sustainable world by joining the Global Citizen movement.

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PMG handled media strategy, planning and buying for the campaign, which included YouTube Video Action campaigns and discovery ads to reach Americans from all backgrounds, encouraging people to sign up and take action by becoming a Global Citizen to advance equity and justice for all. PMG leveraged inclusive marketing best practices from the ground up to develop this plan and reach U.S. audiences of all backgrounds. The ad is running via YouTube discovery ads in May and will be featured throughout 2021 during Cannes Lions, the Global Citizen Festival, the G20 Summit in Rome, and the 2021 Global Citizen Prize Awards.

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