Amnesty UK: social media and Burma

Break the silence

Our idea? Radios
The definition of broadcast media
Access to independent information is vital in a dictatorship with strict media censorship

Launch
June 2010
Would it work?
People identified with buying an actual product rather than donating to a fund.
Exceeded our target of 4,000 radios.
Large number of people that hadn’t donated before and a lot of visitors coming from Facebook and Twitter.

Phase Two
October 2010
Thank you feedback.
Timed for maximum exposure.
Buy one get one free.
Experimented with text.

Did it work?
Over£175,000 and distributed
14,000 radios distributed across Burma.
Initialpost generated 308 re-tweets and 106 comments
82% of sales were via emails and social media.
More than 2,000 people went on to take an appeal action after they bought a radio.

Photo Petition

Lessons
Email: Supported by a well planned series of emails
Discussion: Campaign provided a space (PTH blog) for people to discuss the campaign, ask questions, raise concerns and add their approval
Innovation: Different, particularly for a charity – garnering support and interest from further afield. The level of interest was particularly impressive for the fundraising component
Film: High quality films supported every stage of the campaign from introduction, feedback and wrap-up.
Time bound: specific and not too distant moments which the campaign could focus on providing urgency and maintaining attention.
Feedback: provided tangible, timely and engaging feedback.

Amnesty UK: social media and Burma

by NFPtweetup on May 25, 2011

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Amnesty UK: social media and Burma — Presentation Transcript