UNICEF Ebola Crisis Media Analysis Report

August 1st to November 14th 2014 Contents

Report Notes 3 “With funds from the World Bank, UNICEF has procured and facilitated the delivery of 48 metric tonnes of assorted drugs and other medical supplies worth over 825, 000 U.S. dollars for the treatment of people who Campaign KPI Results 5 have contracted Ebola in Sierra Leone.” Xinhua News (China) Campaign Overview 6 “And in Nigeria a system called UReport has been praised for de-bunking myths about Ebola. Developed by Volume Over Time 7 UNICEF, the technology allows citizens to ask questions and get replies in real-time. The added feature is that users can re-broadcast those answers to friends and relatives via SMS. According to Aboubacar Kampo, Country Breakdown 8 UNICEF Nigeria's chief of health, the free tool saw the number of subscribers double within first 24 hours of the Ebola outbreak, because of the accuracy of information available on the platform. It was partly due to Prominence and Impact 9 experts commenting on UReport that citizens started rejecting advice that salt water can protect against the virus -- a hoax which lead to the deaths of at least two people.” Share of Voice 10 CNN Online (UK)

Message Breakdown 11 “UNICEF, meanwhile, says it has only received 25 percent of the $200 million it needs to help children and families affected by the crisis. [UNICEF Regional Director for West and Central Africa Manuel Fontaine] Spokespeople and Influencers 12 appealed for ‘more courage, more creativity, and far more resources’.“ India Social Media Engagement 13

Coverage Highlights 14

Conclusions 16

Glossary and Methodology 17 For any questions about any aspect of your analysis service or report, please Messages 19 contact:

Key Media List 21 Account Director – Megan O’Donnell (Megan.O’[email protected]) Account Manager – Thomas Smith ([email protected]) Principles 23

This report is © Gorkana Group. All products, reports, research and services are supplied pursuant to our standard terms and conditions of trading, a copy of which are available on request. No part of this report may be shown, presented or disseminated in any format, including electronic, to any company without Gorkana Group’s explicit and written permission.

2 Report notes

About Gorkana – UNICEF Evaluation Program

Gorkana Group provides an integrated media monitoring and global impact analysis program for UNICEF. The specific objectives of the program include monitoring and analyzing stories and conversations that relate to UNICEF’s work and its reputation, while providing timely access to data and insights on global programmatic priorities, humanitarian emergencies and global initiatives at a global, regional and country level. Key influencers and priority channels are also identified as part of the program.

The evaluation program tracks content for UNICEF and its key competitors in traditional online media and broadcast from a tiered media list, as well across social media platforms. It also aims to integrate and correlate data from diverse sources where possible, including traditional online media, broadcast, social media conversations and website analytics. Content is sourced in six languages (English, Spanish, French, Arabic, Chinese and Russian). Traditional online and broadcast coverage is then reviewed by a team of analysts in accordance with the research matrix of issues, global campaigns and initiatives, messages and prominence.

Gorkana delivers recommendations on communication impact through comparative tracking of KPIs including message visibility, shifts in sentiment, international ambassador and spokesperson presence and story pick up in key media outlets. This is delivered in the form of online data tools in addition to reporting. Reporting includes regular quarterly reporting in addition to targeted campaign reports.

3 Report notes

Context

• UNICEF’s Ebola report is a detailed analysis of content featuring UNICEF’s response to the outbreak on traditional and social media. Key focus areas for the report include prominence and impact, message penetration, article scoring, content drivers, and detailed share of voice and competitor analysis. • Gorkana tracked and analyzed content in traditional and social media during the reporting period (August 1st-November 14th), analyzing against the key objectives of the campaign and UNICEF’s wider media strategy. The findings of this analysis are contained in this report.

Report Objectives

• Gorkana analysed traditional media and social media content on Ebola from 1st August to 14th November for UNICEF and four competitors which are Red Cross, World Health Organisation, Save the Children and Médecins Sans Frontières. Traditional online media content for competitors was drawn from a representative sample of 150 articles to determine factors such as tone and prominence, the results of which can be found on slide nine. • Coverage was tracked across target markets in six languages (English, Spanish, French, Russian, Arabic, German) to track discussions and provide metrics which support UNICEF’s strategic plan for 2014-17. • In depth quantitative and qualitative analysis will help the UNICEF team understand how the landscape changed during the reporting period as UNICEF gets increasingly involved in Ebola discussions. Reporting will also demonstrate how social media drove engagement in Ebola discussions for each organisation and how UNICEF’s volumes have changed over time. • The report will also look at how audiences were reached across traditional and social media, how readers engaged with the content and what users on social media were the most influential in spreading awareness of UNICEF’s report.

Disclaimer

• This report evaluates coverage from UNICEF’s Tier 1 and 2 online target media. No print or broadcast coverage was given quantitative analysis beyond finding SOV and reach figures for this report. • Social media data was sourced from publicly available data from outlets such as Facebook, Twitter, blogs and forums. Private information from social media (such as private Facebook accounts and LinkedIn) is unavailable and is not included in this report. • Definitions of specific terms and messaging breakdown can be found in the report appendix.

4 Campaign KPI Results

Result Brand Total Number of Target Online Media Articles (All Tiers) 1,234 Total Number of Broadcast (TV+Radio) Pieces 2,511 Total Number of Social Media Posts 441,692 % of Articles Featuring Ebola Messaging 72% Ebola discussion – Breakdown of % Favorable (Target Online Media) 53% Child-related Topics Within all Ebola Average Media Algorithm Article Score 54 Content (Online Media) Voice Share of Voice in Relation to Children's Issues in Connection 17% (3rd place) with Ebola in Online Target Media* 22% Share of Voice in All Ebola Coverage in Online Target Media* 13% (3rd place) Non-Children's Share of Voice in All Ebola Coverage in Broadcast 17% (3rd place) Issues Share of Voice in Relation to Children's Issues in Connection 56% (1st place) with Ebola in Digital (Social) Media Children's Issues % Articles Featuring UNICEF Spokespeople 37% Reach Opportunities to See (Traditional Online Media) 7,724,936,065 78% Opportunities to See (Broadcast Media) 716,441,506 Media Drivers David Beckham Most Prolific Goodwill Ambassador (7 articles) All Africa Online Most Prolific Publication (232 articles) Manuel Fontaine Most Prolific Spokesperson (77 articles)

*PLEASE NOTE: Online target media share of voice figures only count content where UNICEF or a partner organization is mentioned two or more times

For a detailed definition of the scoring system used, please consult the glossary. The average score is the unweighted average score of all traditional content

5 Campaign Overview

Campaign Summary • August 1st – November 14th generated 1,214 Ebola related articles for UNICEF in Tier 1 and Tier 2 target media online publications, while social media saw over 17,000 Ebola mentions in connection with UNICEF. • Content for the topic prolifically carried both UNICEF’s generic and Ebola related messaging, which featured in 85% and 72% of online coverage respectively. Content positioned UNICEF as an organization that is active in protecting the rights of children during the Ebola emergency. The articles highlighted UNICEF’s messages that containing the Ebola outbreak is a race against the time, and that the current outbreak is the deadliest ever. By comparison, 67% of all UNICEF coverage in traditional online media outlets during the same period included generic messaging, demonstrating that UNICEF’s press activity around Ebola helped reinforce UNICEF’s broader positioning as an organization that responds in emergencies to protect the rights of children. • 53% of coverage in traditional online media was favorable towards UNICEF. UNICEF’s report stating that at least 3,700 children have been orphaned by the disease generated nearly one hundred favorable articles, which frequently noted that Ebola is a twin epidemic. Manuel Fontaine, UNICEF Regional Director for West and Central Africa, boosted this result as his statement that “in some communities, the fear surrounding Ebola is becoming stronger than family ties” was published in titles such as Xinhua News (China). Content around the report was also a strong driver of social media mentions, as the press release generated 200 shares on Facebook and 1,600 on Twitter and UNICEF consultant Jo Dunlop’s blog post “Ebola: leaving children orphaned in Sierra Leone” saw a further 5,000 Facebook and 1,000 Twitter shares. • UNICEF’s hashtag #StopEbola helped generated content on social media, as it featured in over 3,200 social media mentions. Pictures proved again to be a major social media driver, with UNICEF’s picture stating that “Already 3700 children orphaned #StopEBOLA” being shared 772 times, creating 2 million impressions. The post with the widest impression figure, at 7.5 million, was @BBCWorld tweeting “’It can't stop me from going out.’ One girl's stand against #Ebola (video via @UNICEF)”, linking BBC World’s Facebook post with a video by UNICEF, which has been viewed over 139,000 times. • Broadcast outlets generated 2,511 pieces of content for UNICEF (1,698 television) in connection with Ebola during the period, frequently reporting on the spreading of the outbreak, with Canada National mentioning that according to UNICEF the crisis is having a major impact on children.

Qualitative Metrics (Traditional Online Media)

Message delivery (all messages) 96% Most prolific: ”UNICEF Responds in emergencies to protect the rights of Generic message 85% children“ (74 % of coverage).

Campaign message 72% Most prolific: ”Ebola - Containing the outbreak is a race against time “ (34 % of Most prolific: ”UNICEF is active in coverage). Brand message 46% humanitarian emergencies“ (42 % of coverage). Most prolific: Manuel Spokesperson delivery 37% Fontaine (6% of coverage). 0% 25% 50% 75% 100% % of articles featuring metric 6 Volume Over Time

Highlights

• The 30th of September was the most prolific day of the period in traditional online • Social media content saw a sharp increase in the beginning of October, driven by the news media, driven by UNICEF’s report that at least 3,700 children in West Africa have of the first Ebola case in the USA. Widely followed Twitter handles such as lost one or both parents to Ebola. Content featured statements from Manuel @Reuters_Health, @washingtonpost and @ABC tweeted that up to 18 people, including Fontaine, UNICEF Regional Director for West and Central Africa, who stated that children, had contact with the patient before he was hospitalized. "These children urgently need special attention and support; yet many of them feel • October was a prolific month also for broadcast coverage, producing 45% of television unwanted and even abandoned." mentions for UNICEF. Italian channels contributed 66 broadcast clips during the month. • UNICEF’s social media actions included consultant Jo Dunlop’s blog post “Ebola: They frequently mentioned that the disease has already caused nearly 4,000 orphans (RAI leaving children orphaned in Sierra Leone”, which was shared over 5,000 times on News) and focused on the news of the first US Ebola patient, stating that “the response of Facebook and over 1,000 times on Twitter. This made 30th September to be the the American health authorities to Ebola virus has not been adequate” Canale 5. most prolific day for UNICEF content also on social media.

th Volume of Traditional Online and Social Mentions Over Time 24 October creates the biggest Facebook introduces a ‘donation social peak of the period, when Nina UNICEF Thailand creates the most button’, enabling an easy Pham, a nurse from Dallas, is retweeted UNICEF post of the period: donation for emergencies. The declared Ebola-free. Miss Pham “Friend of UNICEF @Khunnie0624 company says that “it will meets President Obama and urges public to help fight Ebola!“, with a collaborate with UNICEF to @WhiteHouse’s tweet about the UNICEF-related content peaks on both social and traditional video of a singer, model and actor display information on Ebola meeting is shared over 1,500 times media when UNICEF publishes a press release “Thousands of Nichkhun Horvejkul urging the public to symptoms and treatment to on Twitter, noted also by channels children orphaned by Ebola”, generating nearly 100 articles on help fight the outbreak. The post sees people in targeted regions on such as @nytimes, @TIME and target media, 200 shares on Facebook and 1,600 on Twitter. 1,500 retweets and 3.2 million Facebook” (Los Angeles Times). @HuffingtonPost. impressions. 150 100,000 Traditional media peaks when news report that Sierra 122 Leone launches a three-day shutdown in a bid to halt the 115 Ebola outbreak. UNICEF’s Roeland Monasch is quoted in 108 110 105 75,000 coverage as he emphasizes the importance of a 97 95 100 campaign bringing information of the disease to people’s doorsteps. 82 50,000

59 59 59 58 58 Mentions 50 44 41

25,000 NumberofUNICEFarticles

2 NumberofEbolaall Social Media 0 0 1-Aug to 3-Aug to 10-Aug to 17-Aug to 24-Aug to 31-Aug to 7-Sep to 14-Sep to 21-Sep to 28-Sep to 5-Oct to 12-Oct to 19-Oct to 26-Oct 4 2-Nov to 9-Nov to 2-Aug 9-Aug 16-Aug 23-Aug 30-Aug 6-Sep 13-Sep 20-Sep 27-Sep 4-Oct 11-Oct 18-Oct 25-Oct to 1-Nov 8-Nov 14-Nov Please note: Social media volumes represent all Unfavourable Neutral Favourable Social Media Volume Ebola discussion, not just UNICEF-specific content

7 Country Breakdown

Highlights • The period saw Ebola-related content generated in top tier traditional online media • The UK was the only market generating more than one negative piece, with six across 38 countries. 81% of traditional online content was produced in the two most unfavorable articles. The Mail Online generated three of these pieces, criticising the prolific regions, Industrialized countries and Eastern and Southern Africa, whereas UN in two of them and mentioning in one that UNICEF has “promised tents, beds and East Asia and the Pacific, Central and Eastern Europe and Middle East and North mattresses to support community isolation centres like the one set up in Lokamasama. Africa combined generated only 6% of the pieces. But it remains to be seen when -- this help will arrive “. • The USA generated 27% of key media articles. The content in the country • Canada was the country with the highest rate of Ebola message delivery. The result highlighted UNICEF’s message of that it is in a race against time to contain the was driven by Canadian Broadcasting Corporation Online, which produced 30 articles outbreak, appearing in 39% of American coverage. The message was carried in conveying at least one Ebola message, frequently noting that the current Ebola pieces discussing the Bill & Melinda Gates Foundation committing $50 million outbreak is the deadliest ever. towards Ebola, with the foundation’s CEO Sue Desmond-Hellmann stating that they • English language titles dominated the Ebola related coverage, accounting for 72% of want to work “urgently with our partners to identify the most effective ways to help traditional media content. This result is in line with overall UNICEF coverage during them save lives now and stop transmission of this deadly disease”. Her comments the same period, when 70% of pieces were in English. featured in prolific US outlets such as Bloomberg Businessweek.

Country Breakdown – Traditional Online Media

350 332

300

253 250

200

149

VolumeofCoverage 150

100 73 60 60 44 50 34 23 22 13 11 11 9 9 8 7 6 6 5 5 4 4 4 4 3 3 3 3 3 2 2 2 2 1 1 1 1 0

Unfavourable Neutral Favourable 8 Prominence and Impact

Highlights Favorability by Organization • UNICEF’s messages “Containing the outbreak is a race against time" and “UNICEF 100% is an integral part of containment efforts” showcased UNICEF’s actions and drove 19% favorability. This included pieces noting its report that at least 3,700 children have 34% 33% been orphaned by the disease. Additionally both messages featured in favorable 75% articles reporting US President Barack Obama trying to "turn the tide" on the Ebola 53% 57% epidemic by ordering 3,000 military personnel to the region. The pieces noted that the USA will work in partnership with UNICEF and “immediately send Ebola prevention kits, including disinfectant and advice to 400,000 of the most vulnerable 50% families in Liberia” (Daily Telegraph Online). 72% • The Red Cross also achieved a high proportion of favorable pieces, as it was noted 65% 67%

that the organization has opened a second Ebola treatment centre in Sierra Leone Percentageofarticles (Al Jazeera) and that more than 2,000 volunteers from the organization “have been 25% 46% 43% working in all three countries since the outbreak began”(Voice of America). • 9% of WHO articles criticised the organization for its response to the outbreak, 1% 9% 2% stating that it was too slow. Reuters Global noted that the organization “has been 0% faulted for failing to do enough to halt the spread of Ebola since the outbreak was UNICEF WHO Medecins Sans International Red Save the Children first detected in March”, but stated in another article that WHO consulting experts on Frontieres Crescent/Red the wider use of experimental drugs for Ebola treatment was a "very welcome step Cross in the right direction". Unfavourable Neutral Favourable • UNICEF prominent mentions included pieces highlighting its figures on children Prominence orphaned by the disease, and news that the Bill & Melinda Gates Foundation will give $50 million towards Ebola. Further prominent mentions of UNICEF appeared in 100% reports that a mass delivery of Ebola protection kits arrived to Liberia, which featured UNICEF representative Sheldon Yett stating that around 50,000 further kits 33% will arrive in the next few months. Mr Yett also generated prominent mentions when 42% 75% 45% he stated that the Ebola survivors are becoming symbols of hope and help in Liberia, 52% 57% as they can provide support for children with the disease “knowing that they have a natural immunity to the virus” (Fox News Online). 50% • Save the Children’s high proportion of prominent mentions was achieved through pieces where the organization warned that the outbreak is spreading at an alarming 36% 42% rate. Moreover, the aid agency criticised the decision of British Airways to suspend 67% 37% 29%

flights to the Ebola region in a Guardian Online piece. The article noted that Save Percentageofarticles 25% the Children has so far “deployed 68 people to Sierra Leone and 40 to Liberia – including nurses, pharmacists, finance staff, psychologists, hygiene and sanitation 19% 15% 10% 14% experts, project managers and security managers - as well as equipment”. 0% UNICEF WHO Medecins Sans International Red Save the Children Frontieres Crescent/Red Cross Headline/Lead paragraph mention Prominent mention Passing mention 9 Share of Voice

Competitor Insight Social media Share of Voice on st th • Within all Ebola discussion in Tier 1 and 2 traditional online media from 1 August to 14 November 2014, WHO on issues that affect children was the most prolific organization. 30% of this appeared in 12th to 25th October period. News that WHO elected a new director for its Africa office amid the Ebola crisis and the outbreak of the disease in Mali on 23rd October were major drivers. Items frequently featured the statistics released by WHO. 8% <1% UNICEF • Unfavorable coverage published in publications including The Mail Online focused on “how incompetent the UN is when called upon to sort out problems”. Journalist Stephen Glover stated that it took months for WHO to grasp the 12% WHO seriousness of the outbreak and that it was Médecins Sans Frontières which took the lead in trying to combat the epidemic. UNICEF was not mentioned in pieces criticizing the actions of the UN and WHO. Medecins Sans • A tweet by the One Campaign (@ONECampaign, 806,112 followers) sharing a story published on Médecins Sans Frontieres Frontières’ website of a 10-year-old who was discharged from MSF’s treatment centre in Monrovia was shared 56% Save the Children and re-tweeted 408 times on Twitter, accounting for 10% of all social media content for the competitor. The tweet 24% included a picture of the his drawings made while receiving care at the centre, highlighting the importance of visual content in resonating with the social media audience. International Red Crescent/Red Cross • UNICEF had the biggest share of voice on Ebola related content in Facebook, achieved with posts such as “#Ebola is a virus that’s stopped the world. It’s orphaned children and torn families apart Since the beginning of the outbreak we’ve been helping those most affected. We’ve also been profiling some of those that have been through hell (and back) - check out our “Ebola Stories” on Medium”, generating 539 shares and over 7,500 likes.

Broadcast Media Share of Voice on all Online Media Share of Voice on issues Online Media Share of Voice on all Ebola Coverage that affect children Ebola Coverage*

2% 1% 3% UNICEF 13% 13% 17% 5% UNICEF 17% UNICEF WHO 23% 19% WHO WHO Medecins Sans Medecins Sans 22% Frontieres Frontieres Medecins Sans Save the Children Frontieres Save the Children

International Red Save the Children International Red 46% Crescent/Red Cross Crescent/Red Cross 57% 63%

*PLEASE NOTE: Online target media share of voice figures only count content where UNICEF or a partner organization is mentioned two or more times

10 Message Breakdown Campaign Messages Messages August - September August - SeptemberHighlights • 72% of traditional online coverage from Tier 1 and Tier 2 titles delivered an Ebola Campaign Containing the outbreak is a race against time 66% message. ‘Containing the outbreak is a race against time’ was the most prominent message, appearing in 66% of August and September coverage on the outbreak. This included items highlighting the unique challenges faced by the child survivors, with articles featuring quotes UNICEF is an integral part of containment 63% from Manuel Fontaine. efforts • ‘Boosting efforts on the ground to stop ebola’ was delivered in 33% of pieces in October and The current ebola outbreak is the deadliest November. Reports of UNICEF’s strengthened commitment through staff increases and 56% ever UNICEF-supported community efforts in affected countries drove delivery of the message. • Over 1,700 social media mentions delivered UNICEF’s ‘Justice for Children’ messaging. An The outbreak is straining already weak health 52% October 14 tweet by @bbcworldservice was the main driver of this result: “’Once an Ebola systems victim, always an Ebola victim’ - child survivors facing rejection”. The tweet generated 604 retweets and linked to a clip from BBC World Service Radio discussing the lack of Fear, misconceptions and rumors are fuelling 46% community acceptance for Ebola orphans. the outbreak

0% 25% 50% 75% 100% % of articles to deliver message Campaign Messages October - November Top child protection messages – Social Media Coverage

Boosting efforts on the ground to stop ebola 33% 1,788 Justice for Children

Ebola is an unprecedented public health 32% 797 Institutional Care emergency

Ebola is a twin epidemic 25% 333 Violence against Children

If we don't defeat Ebola it'll defeat all our other 12% work 260 Children in Conflict and Emergencies

We will win the battle against Ebola 5% 217 Child Trafficking

0% 25% 50% 75% 100% 2,000 1,500 1,000 500 0 % of articles to deliver message Number of mentions 11 Spokespeople and Influencers

UNICEF Spokespeople – Traditional Media Highlights • A third of Tier 1 and 2 online content featured at least one spokesperson, slightly above the 80 77 overall UNICEF average of 29% for the period. Manuel Fontaine was the most prolific, with 71 79% of mentions favorable. Fontaine was featured in articles in high-readership titles such as Huffington Post (US) and Xinhua News (UK), with the latter commenting on the stigma 60 54 53 attached to ebola in communities. He said: “Orphans are usually taken in by a member of the extended family, but in some communities, the fear surrounding Ebola is becoming stronger than family ties”, boosting delivery of the “Boost efforts on the ground” and “Ebola is a twin 40 epidemic” messages. 29 • Sarah Crowe featured in pieces mentioning that WHO warned that the outbreak is spreading fast and called for more health workers. Her comment “We do not

Volumearticlesof 20 have enough partners on the ground. Many Liberians say they feel abandoned“ was quoted in African, Global and UK versions of Reuters.

0 • Ban Ki Moon was the most mentioned third party spokesperson in traditional media. Featuring Manuel Fontaine Sarah Crowe Roeland Sheldon Yett Peter Salama in titles including El Pais Online (Spain), the UN Secretary General commented that health Monasch systems in affected countries were “buckling under the strain”, adding that the UN was prepared to “meet this challenge”, boosting favorability (Canadian Broadcasting Corporation Online, Canada). • In social media, influencers on Twitter included @ONECampaign (805,837 followers), which posted noting UNICEF’s work in Liberia, generating 36 retweets. Other prominent handles Influencers - Social Media mentioning UNICEF included news tweets from @BBCWorld (8 million followers), also highlighting UNICEF’s work in the country. Maria Ressa, CEO of Rappler.com, shared an article from her site featuring UNICEF figures on Ebola. Ricardo Montaner, a popular Venezuelan singer/songwriter, retweeted one of UNICEF’s tweets to his six million followers.

Third Party Spokespeople– Traditional Media 20

15 13 12 11 10 10 10

5 Volumearticlesof Reach Reach Reach 0 Ban Ki Moon Margaret Chan Anthony Sue Desmond Joanne Liu 931,219 5,786,521 222,248 (UN) (WHO) Banbury Hellman (Bill (Doctors Followers Followers (UNMEER) and Melinda Without Followers Gates Borders) 806,116 6,087,709 228,319 Foundation) Favourable Neutral Unfavourable 12 Social Media Engagement

Highlights Top Countries for Social Discussion • The audience demographic was relatively equally split between genders, although the proportion of males to engage with content was slightly greater than females (53% to 47% respectively). United States 71% • The most widely shared story on Ebola in social media was a New York Times article, from a post commenting on a child who survived Ebola in Liberia. The tweet included a picture, and was retweeted 97 times, including by New York Times journalist @thejimjams (351,440 followers). This boosted impressions for the story to 44,211,953. There was no mention of Canada 5% UNICEF or competitors, but the descriptive and emotional narrative, which features a human element, serves as an example of the type of content which translates into social media engagement. United Kingdom 4% • The most retweeted @UNICEF post on Ebola included a picture on prevention of the disease, driving almost 10 million impressions and gaining 855 retweets. The positive impact of stating that the disease was not a death sentence resonated with audiences, helping to drive use of the #ebolaresponse hashtag to 244 million Twitter users. @WeCanEndPoverty Ecuador 2% (127,739 followers) helped to boost visibility of the hashtag, by posting a UNICEF video with the hashtag, noting the organisations’ work in response to the disease. 0% 25% 50% 75% • Facebook accounted for the most prolific social media outlet after Twitter, with the Dallas nurse Nina Pham being a prolific Percentage of mentions topic. CNN posted “Who is Ebola patient Nina Pham?” on their Facebook site, which gained over 4,100 likes and 741 Demographics shares. MS. Pham was frequently mentioned also on YouTube content, featuring in videos from users such as USA Today and KHON2 News.

Influential posts 772 retweets 8.1 million impressions

Most Prolific Social Media Outlets 8 million followers 97 retweets facebook.com 12,645 7.5 million impressions youtube.com 299

msn.com 255

topix.com 233

press-report.net 217

.com 167 855 retweets 0 5,000 10,000 15,000 9.6 million impressions Number of mentions

13 Coverage Highlights

Coverage Highlights Top Publications (Online Traditional Media)

Huffington Post 1,717,959,600

Xinhua News 1,023,000,000 “At UN Headquarters, Dr. Peter Salama, Global Ebola Emergency Coordinator for UNICEF, told reporters that the agency will be doubling its staff from 300 to 600 in the three most-affected countries -- Guinea, Liberia and Sierra Leone -- CNN Online where children account for one-fifth of all Ebola cases.” 575,401,346 Bloomberg Businessweek featured detailed figures on UNICEF’s work on Ebola and included a statement by Peter Salama. Bloomberg 492,354,153 Businessweek

Mail Online 223,510,000

Reuters Global 179,820,033 “Esta entrada ha sido escrita por Sarah Crowe, Jefe de Comunicaciones de Crisis de UNICEF, que se encuentra actualmente en Liberia informando sobre la epidemia. Una trabajadora de UNICEF explica a un grupo de personas Guardian 150,249,000 cuáles son los síntomas del ébola y cómo se puede prevenir la enfermedad. ” Online El Pais published an article authored by Sarah Crow, Head of Crisis Communications of UNICEF. Crowe explained the symptoms of Ebola in detail 0 1,000,000,000 2,000,000,000 and how it can be prevented. OTS

On October 17th NBC affiliates across the USA featured David Beckham’s involvement in UNICEF’s public campaign against Ebola. The segment, appearing on Early Today, reached the show’s national audience of 374,000 viewers. “'Right now, in West Africa, Ebola threatens the life of millions of people. As a father, I can't imagine what it must feel like, seeing your child suffer and feeling so helpless. But there is something you can do. UNICEF is on the ground, working around the clock to protect children and families from this deadly virus. Please give UNICEF the help it needs to tackle this crisis. We're in a race On October 27th ABC’s Good Morning America featured Zendaya, who against time.” (David Beckham) promoted UNICEF’s Trick or Treat for UNICEF initiative, where the Ebola issue Mail Online published an article titled ‘Now Beckham joins the fight against was mentioned. The segment helped spread UNICEF’s reach to Good Morning Ebola’ featuring a video of the UNICEF Goodwill ambassador as he urged America’s five million national viewers. people to take the right measures to halt spread of the disease.

14 Coverage Highlights and Scoring

Top Scored Articles

Date Headline Publication Score 08/14/14 All Africa (AllAfrica.com) Nigeria: Ebola - UNICEF, WHO Caution Religious Leaders Over Rumours 100 08/19/14 DW-World (Deutsche Welle) About 80 million people worldwide depend on humanitarian aid (Über 80 Millionen95 Menschen weltweit brauchen humanitäre Hilfe) 09/05/14 Xinhua News UNICEF offers medicines, equipment to help Sierra Leone battle Ebola 95 09/13/14 Voice Of America (VOA) Ebola Has Devastating Impact on Children in Liberia 95 09/24/14 El Pais Online Liberia's 'biological war' against ebola (La "guerra biológica" de Liberia contra el ébola)95 09/25/14 MSNBC Online The UN's high stakes session on Ebola 95 09/25/14 MSNBC Online The UN holds a high stakes session on Ebola 95 09/30/14 BBC Online Whole Site Ebola leaves 'thousands orphaned' 95

*for a detailed definition of the scoring system used, please consult the glossary

Summary Algorithm Score Distribution

• Articles in top-tier traditional online publications such as All Africa, MSNBC Online and BBC Online were the most impactful items in 750 terms of score*. This result was driven by the delivery of three or more messages, the presence of stories in top outlets, and the inclusion of UNICEF imagery and calls to action. One article, published in All Africa, received the highest score possible. The piece delivered a total of five Ebola Campaign-specific messages, featured mention of UNICEF in 500 the headline, and included comments from UNICEF chief field officer, Charles Nzuki, urging religious leaders to disseminate correct information about the virus and its treatment. • Campaign-relevant images were a key driver of impactful stories, and appeared Voice of America, El Pais Online, MSNBC Online, and BBC 250

Online. Notably, El Pais Online included a photograph of a UNICEF Numberofarticles field worker explaining symptoms and prevention of the disease to a group of people. • UNICEF spokesperson comments helped to achieve a high impact 0 among publications, with remarks from spokespeople appearing in all -41 to -60 -21 to -40 -20 to -1 0 to 20 21 to 40 41 to 60 61 to 80 81 to 100 of the seven most impactful articles. Manuel Fontaine and Sarah Crowe were the most prominent spokespeople, appearing in 6% of all Article Score items, and featuring in articles published by BBC Online, Voice of America, El Pais Online and MSNBC Online.

15 Conclusions

Key takeaways

• Visual content continued to be a strong medium to resonate with the social media audience. UNICEF’s picture stating that “Already 3700 children orphaned #StopEBOLA” was shared 772 times, creating 2 million impressions on Twitter. • While the crisis has been consistent in generating traditional media content since August, it did not truly take off in social media until the announcement of the first US Ebola case in late September, as highlighted on page 7. Additionally, there was a decline in social media volumes following reports of a nurse from Texas who contracted the disease and was later declared Ebola-free. This demonstrates a preoccupation within social media toward Ebola’s impact on the USA and other industrialized nations rather than the nations that are hardest hit by the crisis. • As outlined on page 9, compared to other organizations, UNICEF had significantly less content but was able to successfully achieve favourable content through message delivery and successful spokesperson positioning. This helped achieve media content which portrayed the organisation as having a positive impact on Ebola-related issues. This is a striking comparison to WHO, which dominated overall share of voice but drove significantly more negative and neutral content than other organizations.

Comparison with Overall Numbers • In traditional media, UNICEF spokesperson presence was higher than recorded averages. 37% of Ebola coverage carried a spokesperson comment, significantly higher than the Q3 average of 26%. As a result, this helped boost average algorithm scores. The overall algorithm score was slightly higher than the Q3 average, at 54 compared to 50. • UNICEF was the leader in the proportion of headline and lead paragraph mentions, demonstrating leadership and meaningful engagement with the issue compared to other organizations. However, when taking this into account compared to overall data for UNICEF from traditional media, the proportion is almost the same. This shows that UNICEF was not exceeding its normal prominence levels within Ebola compared to the coverage it receives on broader topics.

Recommendations • Traditional media carried UNICEF photos and imagery around the crisis at a higher rate than usual, helping drive scores and prominence, but other impact measures were below the quarterly average. These included calls to action and notably, endorsements by UNICEF Goodwill Ambassadors. Apart from David Beckham there was minimal engagement seen in top tier titles. As seen in the past, celebrity ambassadors are a good way to drive reach on emergencies. UNICEF should try to achieve greater engagement from Goodwill Ambassadors in future crises to drive greater awareness and reach. • UNICEF should continue to leverage its social strength when engaging with crises. Looking across multiple channels, it can be seen that UNICEF has a strong lead in social voice on children’s issues compared to other organizations. In more traditional channels such as online traditional media and broadcast media it is a more crowded space, which results in competition for UNICEF to clearly communicate its messages to its key audiences. Also, taking into account the media habits of the target audience of millenials, social provides an excellent opportunity for UNICEF to continue to drive awareness and engagement that distinguishes it from traditional channels.

16 Glossary and Methodology

The Sampling Method Third-Party or Spokesperson Quote (10 points maximum)

This report evaluates coverage from UNICEF’s Tier 1 and 2 online target media, in Positive third-party quote or paraphrase about UNICEF (external advocate): 10 points addition to target broadcast outlets which are used within the wider UNICEF media UNICEF representative/spokesperson quoted or paraphrased: 10 points evaluation program to filter the content to a total of roughly 1,500 every month. This Negative third-party quote or paraphrase about UNICEF (external detractor): -10 points is to ensure UNICEF gets an accurate view of coverage across the target title list (Tier 1 and Tier 2 media) without any artificial limitations on the content that might Inclusion of Messages (25 points maximum) impact the data. The Scoring System For each of the messages listed below, please mark in the corresponding score sheet individually with a 1. Figures are then added and points awarded accordingly: Using a methodology provided by Ketchum, Gorkana will score articles between - 100 and 100 based on effectiveness and impact of coverage. One message: 10 points Two messages: 15 points The scoring system works as follows: Three messages: 25 points Negative Messages are scored as follows Reach and Audience (20 points maximum) One negative message: -10 points Two negative messages: -15 points Placement in key publication: 20 points Three or more negative messages -25 points Placement in a secondary publication: 10 points Negative Placement in key publication: -20 points Call to Action (15 points maximum) Negative Placement in a secondary publication: -10 points Inclusion of a relevant website(written out or hyperlinked): 15 points Type of Mention (20 points maximum) Encourage donations to UNICEF: 15 points Encouraging support to UNICEF or a specific UNICEF initiative: 15 points Feature story on UNICEF: 20 points News story on UNICEF: 15 points Bonus Opportunities (20 points maximum) Mere mention of UNICEF: 5 points Negative feature story on UNICEF: -20 points Cover story or front page of newspaper/magazine (section): 10 points Negative news story mention of UNICEF: -15 points Image inclusion (logo, photo, infographic, spokesperson, celebrity, product, etc.): 10 Negative mere mention of UNICEF: -5 points points

Prominence of Mention (10 points maximum)

UNICEF mentioned in the headline or lead paragraph: 10 points UNICEF mentioned in body of the story only: 5 points UNICEF mentioned at end of story: 0 points

17 Glossary and Methodology

favorability Quality assurance

Favorability measures the overall balance of an article. The analysis is carried out by Gorkana believes that it is essential that customers trust the information that is breaking the article down into smaller ‘context units’, which are then individually presented to them in our reports. Gorkana has a four stage quality control process to assessed for tone. This reduces the subjective errors apparent in other favorability maximise the quality of the analysis and minimize opportunities for errors. These systems. Favorability can be tracked independently for individual entities (such as processes have been developed and refined using industry leading Six Sigma companies or products) and attributes (such as product attributes or industry principles* issues). Favorability can be presented in a variety of ways using three, four or five point rating scales which we will recommend based on your individual needs. 1) Briefing. A successful analysis programme starts with the right brief. Gorkana’s experienced analysis consultants will advice on the most appropriate metrics for The three point scale is broken down as follows: your organization’s overall mission and communications objectives. A detailed description of how key metrics such as favorability and message delivery should be • Favorable interpreted together with proof point examples are agreed and are written into the • Neutral overall customer brief and our specific analyst guidelines • Unfavorable 2) Analyst quality control. Our dedicated team of head analysts continually assess the article coding done by individual analysts to ensure that they match the agreed If the first paragraph or the headline refers to UNICEF favorably, the article would be analyst guidelines. Each analyst is required to meet minimum quality targets. Head assigned 2 favorable points. Presence of message would contribute to the article analysts also follow an additional series of data checks in order to ensure data score, but not necessarily contribute to favorable discussion of UNICEF as not all integrity messages tracked discuss UNICEF as an organisation or its role in a specific area of work. A spokesperson or ambassador quote would contribute to favorability of each 3) Report quality control. Each report goes through two rounds of proof reading article as it portrays UNICEF as an expert or through leader in the field/ caring about before being sent to a customer and at each stage there are a predefined list of the cause. Positive brand attributes conveyed in articles also contribute to active proof reading checks based around data, grammar and spelling, formatting favorability. and the appropriate level of insight. Delivery times of reports are also tracked and measured against targets for on-time delivery

4) Customer feedback. In our experience, the most successful analysis programmes are a two-way partnership between Gorkana and the customer. We recommend having a pre-report call before we write the report to ensure that we focus on the most appropriate areas and that the report is as relevant as possible. We also recommend having a post-report call to get feedback that will feed into the next reporting cycle.

*At Gorkana we use Six Sigma as a process improvement and quality control methodology in our operations across all product lines. Our staff are independently certified based on a programme accredited by the Fisher College of Business at Ohio State University and the CPD. We use a disciplined, data-driven approach and methodology for eliminating quality defects and have spent many years establishing and refining our production processes to ensure that each of our projects is unique in its output but standard in its operational approach, resulting in a team which is highly skilled and flexible.

18 Messages Campaign messages

• The current Ebola outbreak, the first in West Africa, is the deadliest ever.

• Fear, misconceptions and rumours are fuelling the spread of the outbreak, and complicating the humanitarian response.

• While Ebola is not a typical child disease, its impact on children has been significant.

• The Ebola outbreak is straining the capacity of already weak health systems.

• UNICEF and partners are on the ground, an integral part of efforts to contain the outbreak.

• We are in a race against time to contain the outbreak, but resources are lacking.

• Ebola is an unprecedented public health emergency, both in scale and scope of the crisis, and the virus continues to spread at a rapid rate.

• The only way to stop Ebola spreading is to boost efforts on the ground – at the source. UNICEF is there, playing a leading role alongside its partners.

• Ebola is a twin epidemic - one of a virus and the other of fear and ignorance.

• If we do not defeat Ebola it will defeat everything else we have been doing for children in the affected countries.

• Tackling Ebola creates an opportunity to strengthen health systems that will protect future generations as much as today’s.

• We will win the battle against Ebola Generic messages

• UNICEF advocates for the protection of children's rights, to help meet their basic needs, and to expand their opportunities to reach their full potential.

• UNICEF emphasizes that the survival, protection, education and development of children are universal and integral to human progress.

• UNICEF mobilizes political will and material resources to help countries, particularly developing countries, place children’s rights at the top of their priority list and to works to build government’s capacity to form policies and deliver services for children and their families.

• UNICEF is committed to ensuring special protection for the most disadvantaged children - victims of war, disasters, extreme poverty, all forms of violence and exploitation, living in deprivation or remotely and those with disabilities.

• UNICEF responds in emergencies to protect the rights of children. In coordination with United Nations partners, humanitarian agencies and local partners UNICEF responds rapidly to relieve the suffering of children and those who provide their care for them. In rebuilding from disasters, UNICEF works to ensure that resilience is part of the recovery efforts.

• UNICEF is non-partisan and its assistance is free of discrimination. In everything it does, the most disadvantaged children and the countries in greatest need have priority and the best interests of the child is always primary.

• UNICEF promotes the equal rights of women and girls, supporting their full political, social, and economic development.

• UNICEF works with its partners toward the attainment of the human development goals adopted by the world community and the realization of the vision of peace and social progress.

19 Messages

Brand messages

• UNICEF protects Children’s rights • UNICEF receives no money from the UN budget

• UNICEF fights so that no child should die of preventable causes • This is how you can help: Donate to UNICEF

• UNICEF fights for children everywhere • This is how you can help: Visit the UNICEF website

• UNICEF helps children reach their full potential • This is how you can help: Take action to transform the world • UNICEF protects and educates children

• UNICEF works for children

• UNICEF gets things done

• UNICEF achieves lasting transformation for children

• UNICEF is effective

• UNICEF fights so that no child should die of preventable causes

• UNICEF fights for children everywhere

• UNICEF protects and educates children

• UNICEF is active in humanitarian emergencies

• UNICEF staff and supporters are full of hope

• UNICEF staff and supporters are passionate about UNICEF’s cause

• Engagement with UNICEF gives a sense of hope

• UNICEF is uniquely placed to transform the world

• UNICEF has a global mandate

• UNICEF is mandated by the UN to implement the CRC

• UNICEF has a permanent presence in over 192 countries

• UNICEF is a knowledge leader on child rights

• UNICEF operates at a large scale

• UNICEF needs funding from the public

20 Key Media List

Key Media Gorkana Group tracks for explicit mentions of Tier 2 Publication 86 Daily Mirror UNICEF within a set key media list, specific to each 49 ABC 87 Daily Nation Newspaper tracked market. Coverage that falls outside of the 50 ABC agreed key media list, unless confirmed in writing 88 Daily News (USA) 51 Al-Arab prior to the commencement of analysis for the 89 Daily News month, will not be analyzed or included in the 52 Al-Hayat Arabic Daily 90 Daily Telegraph monthly or quarterly reporting. 53 All Africa 91 Diario ABC Tier 1 Publication 54 Andina de Noticias 92 Drudge Report 1 ABC News (broadcast and online) 55 ANSA 93 DW-Deutsche Welle Arabic 2 Agence France-Presse 56 Antena 3 de Television S.A. 94 East African 3 Al Arabiya 57 Apertura - Online 95 East African Standard 4 Al Jazeera (English) 58 Australian 96 El Comercio 5 AlJazeera (Arabic) 59 Australian Financial Review 97 El Cronista 6 Asian Wall Street Journal 60 BBC Mundo 98 El Espectador 7 61 99 El Faro 8 Australian Broadcasting Corporation 62 Bloomberg Business News 100 El Financiero 9 BBC 63 Bolpress 101 El Heraldo 10 BBC Arabic 64 Boston Globe 102 El Heraldo 11 CCTV International 65 breakingnews.ie 103 El Mercurio 12 CNN 66 British Medical Journal 104 El Mostrador 13 Daily Mail 67 Business Week 105 El Mundo 14 Deutsche Presse Agentur 68 Buzzfeed 106 El Mundo 15 El Pais 69 Canadian Broadcasting Corporation 107 El Nacional 16 Financial Times 70 Caribbean360.com 108 El Nuevo Diario 17 Globe & Mail 71 Catalan Broadcasting Corporation 109 El Nuevo Diario 18 Guardian 72 CBN News 110 El País 19 Le Figaro 73 Channel 4 News 111 El Periódico 20 Le Monde 74 Channel 5 112 El Peruano 21 New York Times 75 Channel News Asia 113 El Sol de México 22 Observer 76 Chicago Sun-Times 114 El Tiempo 23 Radio France International 77 Chicago Tribune 115 El Universal 24 Reuters 78 China Daily (official English) 116 El Universal 25 The Economist 79 Christian Science Monitor 117 El Universo 26 Time 80 Clarín 118 Excelsior 27 Time Magazine 81 CNBC Africa 119 Financial Express 28 Times of India 82 CNBC Asia 120 FNC/Fox News Channel 29 Wall Street Journal 83 CNN Español 121 Fortune 30 Washington Post 84 Corriere della Sera 122 Fox News 31 Xinhua 85 CTV - Television Network Ltd. 123 Frankfurter Allgemeine Zeitung 21 Key Media List

124 Global Post 161 La Republica 198 Notimex 235 U.S. News & World Report 125 Guardian 162 La República 199 Notisistema 236 UN News 126 Guardian 163 La Tercera 200 NPR/National Public Radio 237 UN Radio 127 Ha'aretz 164 La Vanguardia 201 NRK - Norsk Rikskringkasting 238 Univision Television Network 128 Harpers 165 Lancet 202 Ottawa Citizen 239 USA Radio Network 129 Hindu 166 Le Courrier 203 Pagina12 - Online 240 USA Today 130 Hindustan Times 167 Le Monde Diplomatique 204 Pana Press 241 Vancouver Sun 131 HuffingtonPost UK 168 Le Soir 205 Panamá América 242 Vanguardia 132 HuffingtonPost.com 169 Le Temps 206 People's daily 243 Washington Times 133 Independent 170 L'Express 207 244 Yahoo.com 134 Independent on line (South Africa) 171 L'Hebdo 208 Press TV - English and Arabic 135 Indian Express 172 Liberacion 209 RCN Radio 136 Infobae - Online 173 Listín Diario 210 Reforma 137 (IPS) 174 Listín Diario 211 Rio Times 138 IRIN 175 Los Angeles Times 212 RTE 139 Irish Times 176 Mail and Guardian 213 Russia TV Arabic 140 Jeune Afrique 177 Malta Independent 214 RUV - Icelandic National Broadcasting 141 Korea Times 178 MBC 215 SABCService Televis 142 179 MBC LTD Middle East Broadcasting Center 216 Scotsman 143 La Crónica de Hoy 180 Miami herald 217 Societe Radio-Canada 144 La Hora 181 Middle-East online 218 South China Morning Post 145 La Jornada 182 Milenio Diario 219 Star (Malaysia) 146 La Nación 183 Mint 220 Sun, The 147 La Nación - Online 184 Montreal Gazette 221 Sunday Times 148 La Nación 185 MSNBC 222 Sunday Times of South Africa 149 La Nación 186 Nation News 223 Swiss 24 Heures 150 La Nación: 187 National Post 224 Swiss Info 151 La Nazione 188 Nav Bharat Times (NBT) 225 Morning Herald 152 La Nouvelle Expression 189 NDTV 226 Telegraph India 153 La Prensa 190 New Scientist 227 Telemundo 154 La Prensa Gráfica 191 New Vision 228 TF1 155 La Prensa Gráfica 192 New York Post 229 Times of 156 La Prensa 193 New Yorker 230 Today Show 157 La Prensa 194 Newswatch 231 Star 158 La Prensa 195 Newsweek 232 Toronto Sun 159 La Presse 196 Nile Tv International 233 Tribune de Geneve 160 La Razón 197 NOS - National Public Broadcasting 234 Tribune India

22 Barcelona Principles

In June 2010, at the AMEC European Summit on Measurement in Barcelona, Spain Principle 5: AVEs are not the value of public relations the leading communication measurement companies agreed a set of principles to govern best practice. These ‘Barcelona Principles’ are at the heart of Gorkana’s Although Gorkana is able to provide Advertising Value Equivalents, we recommend that approach to media analysis. alternative metrics such as Cost Per Thousand (CPM) are used wherever possible. Above all we recommend that AVEs should not be used in an attempt to demonstrate return on investment. Principle 1: Importance of goal setting and measurement

Gorkana believes in tailoring analysis metrics to your organisations overall mission Principle 6: Social media can and should be measured and communications objectives. Our consultants work with you up front to get the brief right and to get ongoing feedback to ensure that the analysis is always relevant Gorkana has a variety of products and services to monitor and measure social media and providing maximum benefit. from standalone social media dashboards to daily summaries of social coverage through to in-depth reporting. Gorkana recommends that where possible social media Principle 2: Measuring the effect on outcomes is preferred to measuring measurement should be integrated alongside mainstream media measurement. outputs

Gorkana recommends that in addition to metrics that measure media content, that Principle 7: Transparency and replicability are paramount to sound measurement we measure whether this content has reached the right audience and what effect it has had. To do this we recommend combining content metrics (such as favorability This has been a driving principle of Gorkana’s measurement services for more than 20 and message delivery) with audience reach and frequency together with end-user years. Gorkana believes that ‘opaque’ methodologies are confusing, lock customers in, market research. Gorkana can offer integrated market research as part of the and do not allow benchmarking both within the PR space and across marketing service as well as the ability to integrate third party research where necessary. disciplines. Gorkana’s methodology is designed to be simple to understand and flexible Additionally, monitoring and interpreting social media channels can complement yet robust and credible. market research as a gauge of audience opinion and engagement.

Principle 3: The effect on business results can and should be measured where possible

Gorkana can demonstrate the effect of media coverage on business results in a variety of ways from simple correlations between media coverage and business metrics (such as share price, sales and website hits) through to more sophisticated econometrics and market-mix modelling.

Principle 4: Media measurement requires quantity and quality

Gorkana recommends a combination of quantitative and qualitative metrics. Over 20 years of working with the world’s leading organisations, we have evolved our methodology to enable us to capture the nuances in measuring complex and subjective metrics such as favorability or message delivery.

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