17–19 Oct, 2008



United Nations Millennium Campaign
social media for social change – case study
About Millennium Campaign
• “End poverty by 2015”
• The United Nations Millennium Campaign
  supports and inspires people ...
8 Millennium Development Goals

1.   Eradicate extreme poverty and hunger
2.   Achieve universal primary education
3.   Pr...
Recap
23.5 million and 43.7 million user
participation in 2006 & 2007 respectively,
across the world
Participation in mill...
2008: Stand UP, Take ACTION
• Stand Up, Take Action 2008: Oct 17th -19th
• By starting on a Friday and concluding on a
  S...
Challenge

“If South Asia does not achieve MDGs,
   world will not achieve it!”

             - Minar Pimple
             ...
Social media for social cause
 • Exclusive social media tie-ups
 • Demographics based behavioral targeting
 • Online/Offli...
Orkut community & application
http://orkut.com/endpoverty
Interactive video game on Youtube
http://youtube.com/endpoverty2015
Online/offline synchronization
Future prospects
• Social media campaigns can be recycled and
  reused over time resulting in repeated ROI
  for one time ...
Stand UP Take ACTION - social media for social change
Stand UP Take ACTION - social media for social change
Stand UP Take ACTION - social media for social change
Stand UP Take ACTION - social media for social change
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Stand UP Take ACTION - social media for social change

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Case study of use of social media in United Nations Millennium Campaign - Stand UP, Take ACTION. 17th - 19th Oct, 2008

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Transcript of "Stand UP Take ACTION - social media for social change"

  1. 1. 17–19 Oct, 2008 United Nations Millennium Campaign social media for social change – case study
  2. 2. About Millennium Campaign • “End poverty by 2015” • The United Nations Millennium Campaign supports and inspires people from around the world to take action in support of the 8 MDGs (Millennium Development Goals), that 189 United Nations member states have agreed to try to achieve by the year 2015 More details: http://endpoverty2015.org
  3. 3. 8 Millennium Development Goals 1. Eradicate extreme poverty and hunger 2. Achieve universal primary education 3. Promote gender equality and empower women 4. Reduce child mortality 5. Improve maternal health 6. Combat HIV/AIDS, malaria, and other diseases 7. Ensure environmental sustainability 8. Develop a global partnership for development
  4. 4. Recap 23.5 million and 43.7 million user participation in 2006 & 2007 respectively, across the world Participation in millions year
  5. 5. 2008: Stand UP, Take ACTION • Stand Up, Take Action 2008: Oct 17th -19th • By starting on a Friday and concluding on a Sunday, everyone, whether at home, at work, at school, university or in a place of worship can take part
  6. 6. Challenge “If South Asia does not achieve MDGs, world will not achieve it!” - Minar Pimple Deputy Director, Asia United Nations Millennium Campaign
  7. 7. Social media for social cause • Exclusive social media tie-ups • Demographics based behavioral targeting • Online/Offline synchronization
  8. 8. Orkut community & application http://orkut.com/endpoverty
  9. 9. Interactive video game on Youtube http://youtube.com/endpoverty2015
  10. 10. Online/offline synchronization
  11. 11. Success • 15,043 total blog posts on “poverty” during the campaign days with 13,498,280 combined readership • 116 Million participation worldwide with all efforts combined together which includes 73 million, highest number of participation from Asia • Inclusion of social media strategy resulted in 62% growth in participation in 2008 compared to year 2007
  12. 12. Future prospects • Social media campaigns can be recycled and reused over time resulting in repeated ROI for one time investment • Getting sponsors on-board for the social media profiles; a new medium for monetization of the efforts put online
  13. 13. Rupesh Mandal rupeshmandal@gmail.com http://fundubytes.blogspot.com

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