The Legatum Institute

Challenge:

The jewel in the Legatum Institute’s crown is its annual Prosperity Index™ – the world’s only global assessment of national prosperity based on both wealth and wellbeing. Minimal annual movement in the Index’s global rankings meant that the Institute needed to find a new way to place prosperity firmly on the policy agenda. As a result, our challenge was to:

1. Generate impact: Promote awareness and understanding of the concept of prosperity among international media, policy makers, academics, business leaders and politicians.
2. Stimulate interaction: Drive engagement with Legatum Institute content.
3. Create ownership: Position the Legatum Institute as the leading authority on prosperity. Man Bites Dog had less than two months and a limited budget to develop and execute a high impact global communications programme.

Strategy:

Man Bites Dog worked with Legatum to develop The New World Map, demonstrating global prosperity profiles with an accompanying infographic and videographic. We launched the research globally, creating country-specific press releases with topical data and local hooks, such as the US election, to ensure maximum media impact.

Impact:

At the beginning of the campaign, Legatum challenged Man Bites Dog to generate impact for the Prosperity Index and create strong ownership for Legatum on the issue of prosperity by securing 30 pieces of tier one international media coverage. In addition, Man Bites Dog was also tasked with increasing interaction and engagement with Legatum content by driving a 300% uplift in traffic to Prosperity.com.

Man Bites Dog far surpassed each of these targets. During the course of the campaign, Man Bites Dog: