AWARDS 2013, CATEGORY 4: Man Bites Dog for The Legatum Institute
Shortlist best public relations campaign: ‘Putting Prosperity On The Map: The Legatum Prosperity Index’
Public policy organisation the Legatum Institute (LI) appointed Man Bites Dog (MBD) to reinvent its annual Prosperity Index. Based on wellbeing as well as wealth, prosperity was perceived as a ‘soft’ issue and the Index’s impact was reducing annually.
MBD set out to make prosperity policy-critical by demonstrating that wellbeing factors were essential predictors of future economic success and redrawing the map of the world based on prosperity indicators.
In a six-week period, and with a limited budget, MBD created a media relations campaign supported with both video and infographics. The team conducted a full global press launch from the UK, operating a media relations ‘war room’ and reaching out to key journalists, bloggers and stakeholders in more than 50 countries.
To increase impact, MBD produced country-specific stories including, ‘American Dream at risk in key election year’ and ‘Arab Springs take their toll on citizens in Middle East and North Africa’.
MBD far surpassed each of the campaign targets and significantly raised the profile of the Institute and the Index, generating unprecedented levels of impact and engagement. MBD generated more than 400 pieces of prestigious international coverage for the Index – more than 13 times the initial target.