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Reach Out - Amnesty International
 

Reach Out - Amnesty International

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    Reach Out - Amnesty International Reach Out - Amnesty International Presentation Transcript

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