Case Studies
The Mastercard Foundation
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The Mastercard Foundation


How does a Canadian-based foundation garner international recognition as a thought leader in the international development space? Kicking-off its inaugural Young Africa Works Summit in Cape Town, South Africa, The MasterCard Foundation wanted to not only promote the event, but also receive media attention. Why? To bring awareness to the Foundation’s initiative to aid youth employment and agricultural entrepreneurship in Africa.


Proof conceived and implemented an integrated digital and traditional media campaign. By engaging digital influencers, launching a digital ad campaign in The New York Times, leveraging social media, and pitching top-tier media, we were able to highlighting the voices of African youth and position the Foundation as leaders.


The campaign was a huge success. The Young Africa Works Summit garnered national and local media placements, in print and online. Notable traditional placements included: CNBCAfrica, Business Report, and PCTech Magazine. The New York Times ad campaign yielded impressions that were twice the industry standard for that type of ad buy. As expected, we saw significant social media engagement and were able to grow The Foundation’s authority across social platforms.

The overall success of the campaign resulted in The MasterCard Foundation naming Proof Strategies its Agency of Record in 2016. Proof just recently launched another social media awareness campaign, #EnvisionAWorld, to promote its signature program, The MasterCard Foundation Scholars, for which it will have results by summer of 2016.