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Amnesty UK: social media and Burma


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Amnesty UK: social media and Burma

  1. 1. Break the silence<br />
  2. 2. Our idea? Radios<br />The definition of broadcast media<br />Access to independent information is vital in a dictatorship with strict media censorship<br />
  3. 3. Launch<br />June 2010<br />Would it work?<br />People identified with buying an actual product rather than donating to a fund.<br />Exceeded our target of 4,000 radios.<br />Large number of people that hadn’t donated before and a lot of visitors coming from Facebook and Twitter.<br />
  4. 4. Phase Two<br />October 2010<br />Thank you feedback.<br />Timed for maximum exposure.<br />Buy one get one free.<br />Experimented with text.<br />
  5. 5. Did it work?<br />Over£175,000 and distributed <br />14,000 radios distributed across Burma. <br />Initialpost generated 308 re-tweets and 106 comments<br />82% of sales were via emails and social media.<br />More than 2,000 people went on to take an appeal action after they bought a radio.<br />
  6. 6. Photo Petition<br />
  7. 7. Lessons<br />Email: Supported by a well planned series of emails<br />Discussion: Campaign provided a space (PTH blog) for people to discuss the campaign, ask questions, raise concerns and add their approval<br />Innovation: Different, particularly for a charity – garnering support and interest from further afield. The level of interest was particularly impressive for the fundraising component<br />Film: High quality films supported every stage of the campaign from introduction, feedback and wrap-up. <br />Time bound: specific and not too distant moments which the campaign could focus on providing urgency and maintaining attention.<br />Feedback: provided tangible, timely and engaging feedback.<br />