:: CHALLENGE



NetAid was launched in 1999 by the United Nations Development Programme and Cisco Systems to educate, inspire and empower new generations of young people to fight global poverty throughout their lives. Like many early Internet endeavors, NetAid’s rock concert-driven online appeal fell far short of expectations and left the organization struggling to articulate its mission and meet performance objectives.

NetAid was a new organization trying to tackle the vast and amorphous challenge of global poverty using online techniques that were new and confusing to the public at the time. NetAid did not have strong media appeal and its online audience was small and fragmented. The organization was unable to attracted new major sponsors and existing sponsors wanted better performance.

:: SOLUTION



Purpose Networks created and launched a major sub-brand, NetAid World Schoolhouse, emphasizing access to education as a key cause and symptom of extreme poverty. We chose access to education because it speaks to the heart of NetAid’s original mission and it appeals to corporations, foundations, the media and the public. The NetAid World Schoolhouse provided a framework within which NetAid’s outstanding local projects could be woven together into a coherent and compelling organizational narrative.

To bring to life the incredible human stories surrounding NetAid’s work, we produced powerful multimedia collateral for NetAid World Schoolhouse, including a brand concept video filmed on three continents and a major launch event at the 2002 World Economic Forum (Davos) held in New York City following the terrorist attacks of September 11, 2001.

:: RESULTS



In less than 12 months from conception to launch, the NetAid World Schoolhouse generated new giving well in excess of the cost of the program itself. As of 2006, NetAid World Schoolhouse has helped provide a better education for approximately 112,000 students in 20 poor countries, enlisting thousands of individuals, communities and corporations to raise more than $2 million for direct support to local education projects. NetAid World Schoolhouse partners include Cisco Systems, Tetra Pak, Oracle Corporation, STA Travel and the Goldman Sachs Foundation.

The success of the NetAid World Schoolhouse helped NetAid establish a credible platform for launching additional programs and outreach efforts.