Context & Opportunity

Prior to Sep 2020

• Edelman was appointed 6 weeks before their Laureate announcement

• Awareness of the Yidan Prize Foundation was limited

• Foundation was best known for the monetary value of the Prize rather than for the Foundation’s vision, mission and values 

• Social media was dormant

• No strategic communications approach to guide our activities. Ad hoc agency support 

Approach

Establishing the foundations:

• Forensic analysis and insight gathering to inform communications strategy

• Narrative review and analysis to inform new global narrative

• Identified white space for content

• Built digital ecosystem

• Strategic measurement informing future work

Results

• 90% increase in prize nominations

• 67% increase in prize nominee countries