Amnesty International Facebook campaign

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Kevin Darling, web editor of Amnesty International, presents the Reach out for Kenya campaign on Facebook.
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Barcelona 30/04/08

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  • Congratulations on your slideshow very interesting ! Great work... beautifully presented ! ! Thank you for sharing. I allowed myself to add it to 'GREAT CAUSES and JUST CAUSES' Slideshare group . Feel free to join us. Thank you in advance for your participation and sharing your 'favorites'. .. With friendship from France. Bernard
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  • Good initiative; still work to do to find out by finetuning how to present the idea in the most acceptable way, using font, pictures, layout etc. thanks for the example.
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  • This is excellent! Thank you for sharing it.
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Amnesty International Facebook campaign

  1. Reach Out for Kenya Using social networks to promote online and offline activism April 30, 2008
  2. Web actions on www.amnesty.org <ul><ul><li>Letter writing/petitions </li></ul></ul><ul><ul><li>Traditional methods with </li></ul></ul><ul><ul><li>limited impact </li></ul></ul><ul><ul><li>Connection between online </li></ul></ul><ul><ul><li>and offline activism </li></ul></ul>
  3. <ul><ul><li>Disputed election result on 29 December 2007 </li></ul></ul><ul><ul><li>1,000 killed in post-election violence </li></ul></ul><ul><ul><li>Over 300,000 people forced to flee their homes </li></ul></ul><ul><ul><li>Human rights abuses across the country </li></ul></ul>Crisis in Kenya
  4. Reach Out for Kenya: 27 February 2008 A multi-component web action
  5. Why Facebook? <ul><ul><li>Broad international reach </li></ul></ul><ul><ul><li>Show worldwide public outcry </li></ul></ul><ul><ul><li>Possibilities for offline events and self-organising </li></ul></ul><ul><ul><li>Place for Kenyan diaspora to add voice </li></ul></ul><ul><ul><li>Quick and easy to use – two-week deadline </li></ul></ul><ul><ul><li>3 rd most visited site in Kenya </li></ul></ul>
  6. Our target audience <ul><ul><li>Kenyan diaspora </li></ul></ul><ul><ul><li>Influential Kenyans </li></ul></ul><ul><ul><li>Kenyan activists </li></ul></ul><ul><ul><li>Kenyan leaders (via AI website) </li></ul></ul><ul><ul><li>Amnesty International supporters (via AI website) </li></ul></ul><ul><ul><li>New audiences </li></ul></ul>
  7. 1) The Letter
  8. 2) The Flickr Page
  9. Facebook 3) The Facebook Action
  10. Facebook 4) The Offline Event
  11. THE RESULTS
  12. Broad reach, quick mobilization <ul><li>6,000 group members in </li></ul><ul><li>two weeks </li></ul><ul><li>Space for activists and </li></ul><ul><li>supporters to post links </li></ul><ul><li>and share information </li></ul><ul><li>600 confirmed event </li></ul><ul><li>attendees </li></ul><ul><li>Large proportion of non- </li></ul><ul><li>Amnesty International </li></ul><ul><li>members </li></ul>
  13. Profile picture and status
  14. Offline results Worldwide media coverage
  15. Offline results – demonstrations in 11 countries <ul><li>Australia </li></ul><ul><li>Burkina Faso </li></ul><ul><li>Côte d’Ivoire </li></ul><ul><li>Canada </li></ul><ul><li>Germany </li></ul><ul><li>Mali </li></ul><ul><li>Mexico </li></ul><ul><li>Netherlands </li></ul><ul><li>UK </li></ul><ul><li>Uganda </li></ul><ul><li>Uruguay </li></ul><ul><li>USA </li></ul>
  16. Facebook – Successes <ul><ul><li>Instant community </li></ul></ul><ul><ul><li>Connected with new audiences </li></ul></ul><ul><ul><li>Quick mobilization of people to protest/campaign </li></ul></ul><ul><ul><li>Increase in traffic to AI website (15% referred from Facebook) </li></ul></ul>
  17. Lessons Learned <ul><ul><li>Idea to change profile picture/status worked well </li></ul></ul><ul><ul><li>Only possible to send messages to 1,000 group members at a time, no limit on events/causes </li></ul></ul><ul><ul><li>Superficial level of engagement – a quarter of online activists never act offline </li></ul></ul><ul><ul><li>Regular updates keep a group alive </li></ul></ul>
  18. Facebook - Limitations and Dangers <ul><ul><li>Under 10% of Kenyans have internet access (although most Kenyan activists do) </li></ul></ul><ul><ul><li>Proliferation of similar groups/causes </li></ul></ul><ul><ul><li>Privacy – impossible to protect group members </li></ul></ul><ul><ul><li>Facebook’s confidentiality has not been tested </li></ul></ul>
  19. Kenya – 28 February 2008
  20. The Future <ul><li>Build network of </li></ul><ul><li>Somalian activists and human rights journalists </li></ul><ul><li>AI applications - </li></ul><ul><li>linking to website </li></ul><ul><li>Riga Pride Event, 31 May (pictured) </li></ul>
  21. Reach Out for Kenya Using social networks to promote online and offline activism April 30, 2008

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