Unicef UK Case Study - COMM415 - Royal Roads University
UNICEF UK CASE STUDYCoupling celebrity with information and communication technologies to gain awareness of your causes
UNICEF UK UNICEF is mandated by the United Nations General Assembly to advocate for the protection of childrens rights, to help meet their basic needs and to expand their opportunities to reach their full potential. UNICEF mobilizes political will and material resources to help countries,particularly developing countries, ensure a "first call for children" and to build their capacity to form appropriate policies and deliver services for children and their families.
WHY COMMUNICATE? Increased public awareness determines the effectiveness and success of any development agency. Methods and strategies may vary but successful organizations integrate their message into mainstream information systems where the public already meet and develop social experiences UNICEF UK’s communication model uses strategies that effectively build public awareness. This presentation proposes a course of action based on UNICEF UK communication strategies to improve development agencies’ ability to effectively raise public awareness. For more detailed information supporting this proposal, please refer to the hard copy of the UNICEF UK Case Study report.
TOM HIDDLESTON AND UNICEF UK British actor Tom Hiddleston’s 2013 trip to Guinea raised 211% of its fundraising goal through online donations Hiddleston and UNICEF UK used their social media to raise awareness and generate donations Hiddleston’s numbers: 143,000+ Facebook fans 441,000+ Twitter followers Total raised to date = £30,700+
HOW CAN YOU DO THAT?Recommendations for use of social media and celebrity endorsement
WHY SOCIAL MEDIA? Provides a channel for targeted communications to younger audiences Is free to sign up Many are already using it You are accessing audiences where they spend a great deal of time – online and in social spaces Because it’s social, people share and spread message
SOCIAL MEDIA: KEY PLAYERSFacebook:1 billion users worldwide,Facebook is the mostpowerful social network withthe most reachHowever, some countriessuch as Russia and Chinaare not high users. It’scrucial you do yourresearch
SOCIAL MEDIA: KEY PLAYERSTwitter:1 in 5 Twitter users arefrom the US US 50.99 % UK 17.09 AUS 4.09 Brazil 3.44 Canada 2.92 India 2.87
STARTING YOUR SOCIAL MEDIA PRESENCEFacebook: Twitter:Set up organizational Facebook Set up organizational Twitterpage accountLeverage celebrity’s own social Access celebrity’s followers inmedia accounts by posting from having him/her tweet and re-tweeteach and sharing messages to fan baseUse apps to allow for direct Ensure tweets are packed withdonations value by sharing photos of celebrity doing work, pointing to organization’s website links or news, and using hashtags to optimize search “Brand” your hashtags
PROS AND CONS OF CELEBRITY PARTNERSHIP Connecting celebrity brand Critics argue that celebrity to humanitarian causes is a status may eclipse and profitable strategy – fame oversimplify the real generates recognition and complexities behind support for causes that humanitarian causes, and would otherwise be merely generating donor neglected by the public support via celebrity status neglects the underlying causes of poverty and malnutrition and creates a sort of “beggar’s mentality.”
CREATING THE RIGHT PARTNERSHIP Ensure the celebrity is passionate about your cause not seeking additional fame Partners with a celebrity to tap into their existing fan base who might not know about your organization Choose a celebrity that already has a large social media following Educate the celebrity in your organization and cause and give them a channel to publish material jointly
DURING THE CAMPAIGN Provide branded gear Share social media connections (retweet and like each other’s statuses) Ensure the celebrity posts in their own authentic voice (fans can spot a fake) Post updates often to keep on top of feeds and ensure there are a lot of photographs Add personal anecdotes and behind the scenes features (to lure in their fan base and build connections)
AFTER THE CAMPAIGN Measure donations and fan engagement though social media monitoring Keep the donation applications open as long as you are successful Don’t hesitate to continue the partnership with the celebrity long after your campaign has wrapped
TO SUM UP Increase public awareness for your cause by integrating your message into a channel where the public already meet Social media is free with a worldwide reach. It’s a perfect channel to reach your target audience Coupling celebrity partnerships with humanitarian causes is a proven strategy for UNICEF UK Every communication strategy has its pros and cons. Mitigate the potential cons by ensuring celebrity partners are passionate about your cause and your principles
TO SUM UP For more information on UNICEF UK, visit: http://www.unicef.org.uk/UNICEFs-Work/Our-mission/
COMM415: Team Tracy Renee Meghan Kelsey Aminah
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.