Long Story Short #26: What global development can learn from Nike

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Guest: Carine Umuhumuza, Devex associate director for communications
Host: Kate Midden, Devex engagement editor

In honor of 30 years of #JustDoIt, Nike unveiled a controversial new face for its signature campaign: Activist and former NFL quarterback Colin Kaepernick. Announced with a simple tweet, the move generated an outpouring of online responses, leading to an estimated $43 million in free advertising for the company.

What can global development learn from Nike’s high-risk, high-return campaign refresh? In this episode, Devex communications guru Carine Umuhumuza shares four key lessons for organizations working to create engaging, share-worthy content.

Additional reading:
On Message: Creating community with intention
PATH's rebrand: A scalable focus on the future 
On Message: Promoting progress in the social media era
5 lessons from humanitarian storytellers

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