The GPI is the brainchild of Australian businessman and philanthropist Steve Killelea. Based on research by the Economist Intelligence Unit (EIU), in 2009 it ranked 144 countries by their ‘peacefulness’. The Index considers various internal and external factors that make up the final GPI ranking. Internally measures include prison populations and homicide rates and, externally, factors such as spending on arms.
The Global Peace Index (GPI) is now in its third year of ranking countries according to their ‘peacefulness’; this year the research expanded to 144 countries. Edelman was tasked with building on the previous two years’ launches to drive maximum global coverage.
I was impressed with the professionalism and dedication of so many people and their personal help and support through the process
Steve Killelea Founder, GPI
In order to maximize coverage and focus on the cost of the economic downturn to peace, the GPI 2009 was launched at the same time as the U.N. General Assembly Summit on the global economic crisis.
Edelman developed messages to encourage the debate around the various determinants for peace rather than the more sensational angle of the countries at the bottom of the Index. Tailored press releases were drafted and endorsed with quotes by GPI supporter Sir Mark Moody Stuart and were distributed to key media in the 144 GPI countries.
Edelman pre-briefed key wires under embargo such as EFE, AFP, Xinhua, AP and Reuters during the week preceding the launch to ensure on message pick-up of the report. The Financial Times was also briefed under embargo given its global reach and the Sydney Morning Herald was pre-briefed and had an interview with Steve Killelea to maximize coverage in his native country. Key bloggers were also briefed by Edelman’s digital team.
The launch was held at Central Hall Westminster, a well know venue for Government press conferences, and because of the historical connection as the place where the first U.N. General Assembly meeting was held in 1946. Simultaneously Edelman in the US launched the GPI to media and stakeholders there with an event at the National Press Club.
The campaign won the 2007 European Excellence Award for "International Communication".
Global Peace Index from Edelman on Vimeo.