Case Studies in Marketing

Global Leadership
legacy messaging

Advising the President of the United Nations General Assembly

Articulating the Message

The President of the United Nations 63rd General Assembly, Fr. Miguel D’Escoto wanted to use his position to champion his lifelong passion for nonviolence. He wanted his inauguration to deliver a clear statement of his philosophy and intent.

Creating the Strategy

Fr. Miguel appointed Greg Asbury and Judy Smith Asbury as senior advisors to guide him in the inaugural communications and create a communications structure outside the normal UN channels in order to promote his messages and link him directly with concerned citizens and organizations.

Realizing the Goal

Through SAI’s counsel, Fr. Miguel focused the inaugural speech on his key messages of nonviolence, love and forgiveness and stewardship of the earth. SAI produced a video (below) based on that speech that was aired immediately before his inaugural address at the UN General Assembly September 16, 2008 and posted on You Tube.

SAI also outlined a communications structure which proposed a new nonprofit organization and an interactive website, with exposure on social networking sites. This was designed to further his goals for democratization of the UN, and create dialogues with thought leaders, business and nonprofit organizations and concerned citizens on key global issues of the day.

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