Ottawa, September 15, 2014 – Today the youth empowerment organization Global Dignity launched its first ever global mobile campaign Less. More. in 68 countries around the world in partnership with new mobile startup, PlayMC2.

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Global Dignity aims to support young people around the world in protecting their dignity and to support others in living a more dignified life. The Less. More. mobile campaign, is designed to empower youth around the world to reduce digital and real-world negativity by tracking their dignity-related actions in real-time, both online and offline.

“Global Dignity is very excited about this campaign and encourages students, educators, and partners around the world to get involved,” said HRH Crown Prince Haakon of Norway, and Co-Founder of Global Dignity.

The first major mobile campaign of it’s kind, Global Dignity is featuring a special #dignity quest on MC2, where students can crowdsource small acts of dignity like: “Pick up a piece of trash,” or “Smile.” A microaction can be done by one person or by one million people simultaneously – encouraging peers to act for the good of others and themselves.

“When the microactions of young people around the world are combined, we’re able to see the positive impact that seemingly small acts of dignity can have on our own lives and those of others,” said PlayMC2 CEO and Co-Founder, Giovanna Mingarelli, who is also Country Chair for Global Dignity Canada.

Established in 2005 by HRH Crown Prince Haakon of Norway, John Hope Bryant, Chairman & CEO of Operation HOPE and respected Finnish professor Pekka Himanen, Global Dignity is an independent, non-profit, non-political organization focused on empowering young people with dignity. The mobile campaign, created pro bono by New York-based Ad Agency, BBDO, aims to extend the reach of this organization, creating a positive space online.

“We know that young people today are attached to their mobile devices,” said John Osborn, President and CEO, BBDO New York and a special advisor to Global Dignity. “Less. More. quite literally puts the chance for dignity in the palm of their hands. And that’s something everyone can get excited about.”

Global Dignity Day will be celebrated on October 15, 2014 in 68 countries around the world with over 400,000 students. Supported by leaders from around the world and across sectors, the Honorary Board of Global Dignity includes: Sir Richard Branson, President Martti Ahtisaari and Archbishop Desmond Tutu.

Global Dignity is offering teachers, partners and students all the material they need to participate locally, including: posters, flyers, Facebook and Twitter posts and dignity cards – which can be found here.

To get involved, please visit www.globaldignity.org and download ‘PlayMC2’ from iTunes in participating countries.

Media Inquiries:
For PlayMC2: Tim Vail, Vice-President Communications
Email: tim@mcrowdsourcing.com
Phone: 613-668-0404

For Global Dignity: media@globaldignity.org

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