Beyond digital media, Ray’s work embodies a comprehensive strategic approach,
significantly influencing UN initiatives and enhancing organizational impact.
DMSPC Experience: More Than Video Production
Ray spearheaded the creation of an influential video for the DMSPC project, a key component of the communication initiatives nominated for the United Nations Secretary-General's Award in 2023. Overseeing every stage from initial concept to final edits, Ray skillfully captured the essence of the "United to Respect," showcasing dynamic exchanges that underscore the initiative's impact on organizational culture and conflict resolution at the UN. This video, serving as a critical piece of the award-nominated initiatives, exemplifies the dialogues' significance in promoting understanding and actionable strategies within the organization, illustrating the pivotal role of effective communication in driving institutional change.
UN 'Together' Mentoring Platform:
2020 UN Secretary-General Award-Winning Program Marketing Plan by Ray Yu
This document which is being used as a guideline, independently authored by Ray Yu, presents an in-depth internal communication plan for the United Nations Mentoring Platform "together." The plan integrates Peter Drucker's Five Most Important Questions with contemporary marketing theories and data analysis, outlining a strategic approach to enhancing user engagement and platform efficacy. It details the program's objectives, target audience segmentation, communication channels, and marketing strategies aimed at increasing user acquisition and retention. This comprehensive plan underscores Ray's strategic acumen in driving significant internal initiatives within the United Nations.
Email Campagin Execution
Data Analysis and Optimization
Helped “platform” reach the result of a 30% user increase in one month
Ray implemented A/B testing to refine the email campaign templates, carefully choosing two random groups to ensure a scientifically validated sampling size. This method enabled the identification and optimization of the most effective communication template. Furthermore, Ray utilized survey data to gain insights into the audience's interests, which informed the development of targeted content, significantly enhancing user engagement and ensuring the content resonated with the platform's diverse audience.
Strategic Digital Content Creation for UN's Anti-Racism Initiative
From Under Secretery General Photo Shoot to Animation Video
In the role of digital content producer for the UN's Strategic Action Plan project, initiated by the Secretary-General and DMSPC, Ray orchestrated and executed a comprehensive content creation strategy. This included conducting professional photography sessions with 33 UN senior leaders and coordinating over 50 sessions for DMSPC staff, all aimed at bolstering the UN's anti-racism initiative. Ray's expertise in photography and design played a pivotal role in visually capturing the essence of the project, contributing significantly to the initiative's impactful messaging and outreach.
In a groundbreaking project, Ray developed an animation video to complement the United Nations Leadership Dialogue, a cornerstone initiative designed to foster ethical leadership and decision-making within the organization. This animated video served as a key educational tool, illustrating complex leadership concepts and ethical dilemmas in a clear, engaging, and accessible manner. By translating important dialogue themes into vivid animations, Ray effectively contributed to enhancing the learning experience for UN leaders, aiding in their understanding and application of the principles discussed in the Leadership Dialogue series.