Beyoncé partnered with UNICEF to launch BEYGOOD4BURUNDI, a multi-year partnership to provide safe water to the most vulnerable children in Burundi, known as the "Heart of Africa." The partnership will support programs to improve water, sanitation and basic hygiene practices in the hardest-to-reach areas of the landlocked East African nation, where nearly half the population has no access to safe water.
BEYGOOD4BURUNDI was announced June 30, 2017 at Essence Music Festival with the opening of an interactive experience supported by Chime For Change and Global Citizen. Beyoncé also announced the initiative on Twitter, making this her first post in over a year. Beyonce.com, UNICEFusa.org, ChimeforChange.org, and GlobalCitizen.org simultaneously debuted the initiative on their websites and social media accounts with uniform images for a seamless user experience across sites.
The BEYGOOD4BURUNDI website featured a short video detailing the water crisis in Burundi, vibrant photos, and easily shareable fact cards. The cards included straightforward facts about how unsafe water affects Burundi communities and how every dollar can make a big difference.
Our primary goal was to educate people about the initiative, and our secondary goal was to receive donations and collect email addresses for progress updates and future activations.
From launch day on June 30, 2017 to July 14, 2017, BEYGOOD4BURUNDI received over 7 billion impressions from 44K total mentions across social media, with images, videos, and fact-based messages posted. The conversation was global with BEYGOOD4BURUNDI mentions spanning from the United States to South Korea and many places in between.
For every person that visited Beyonce.com to learn more, 52% clicked on UNICEF's donation page, which is a tremendous conversion rate and shows that our photos, videos, and stories were compelling.
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