Case Study: CNN Heroes

Raising awareness of the CNN Heroes – everyday citizens who are changing the world.

Objective

CNN Heroes is an annual global initiative for the renowned cable news network that spotlights everyday citizens changing the world. One of its annual top 10 heroes, Betty Makoni, was a woman from Zimbabwe currently living in the UK. Chosen from 9,000 submissions across 100 countries, she was being honoured for her work providing a haven for young victims of sexual abuse through the Girl Child Network (GCN). The objective was to raise awareness in the UK of Betty’s status as a top 10 CNN Hero prior to the all-star tribute special airing globally on the network.

Tactics

A media event was created in London to honour Betty and to inform press and other guests about her work in support of the GCN. Hosted at the Zimbabwe Human Rights NGO Forum in London, the event included testimonials from women helped by the GCN as well as a stirring musical performance by Viomak, Zimbabwe’s only female protest singer and activist.

Results

CNN Heroes received more UK press coverage than ever in the project’s history to date. This included TV coverage on BBC News and radio coverage on BBC World Service Africa and regional radio stations Heart FM Essex and Southend Radio 105.1 FM. Print coverage included a feature in the national broadsheet The Independent, along with wire service Press Association and local newspaper Essex Echo. Online media also covered the campaign, including FemaleFirst.co.uk and Zimbabwe Broadcasting Network.