Ronn Pearson
Executive Creative Director
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Copy of Millennium Promise

RONN PEARSON'S PRO BONO PROJECT HITS THE AIRWAVES IN 190 COUNTRIES TO SPREAD WORD FOR PHILANTHROPIC 'SPOKES OF CHANGE’ PROGRAM

When cycling fans around the world tune in for the USA Pro Cycling Challenge, they’ll be met with an emotional appeal to join a special race in Africa. But, this race won’t require them to ride; instead, it will require them to spread word about Spokes of Change, an emerging effort to end extreme poverty — initiated by its parent philanthropy, Millennium Promise.

Through Spokes of Change, Millennium Promise aims to raise awareness about the critical role Community Health Workers play in saving lives. And, by providing them with medicines, supplies, training—and most importantly — bicycles, communities across Africa are moving faster to end extreme poverty.

“This is the kind of opportunity you dream about,” said Ronn Pearson, Creative Director at SapientNitro. “It’s a chance to do something beautiful, meaningful and powerful. Our PSA plays an important role in communicating the larger message surrounding the race to end extreme poverty — if we move faster, we win.”

SPOKES OF CHANGE: 911 EMERGENCY

IF WE MOVE FASTER, WE WIN
With bicycles, Community Health Workers reach villages faster. Provide cell phones, they communicate and educate faster. Fill backpacks and essential remedies reach the people who need them faster. 

We can bring an end to poverty. Faster.

This is a race.

If we move faster, we win.

 

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DONATING MORE THAN DOLLARS
We invited people to donate in a unique way — by giving a few moments of their time and social media influence to help us gain awareness.

 

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THE APP: SOCIAL SPOKES
There were millions of cyclists out there, creating a lot of energy. And, we harnessed it.

Social Spokes, an app created with event partner Garmin, sent tweets and Facebook updates during every ride to spread word about Spokes Of Change. Donations and awareness grew. More and more people posted. The cycle continued. And, word spread far and fast.