Reach Out - Amnesty International

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Reach Out - Amnesty International

  1. 1. Reach Out for Kenya Using social networks to promote online and offline activism April 30, 2008
  2. 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. 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. 4. Reach Out for Kenya: 27 February 2008 A multi-component web action
  5. 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. 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. 7. 1) The Letter
  8. 8. 2) The Flickr Page
  9. 9. Facebook 3) The Facebook Action
  10. 10. Facebook 4) The Offline Event
  11. 11. THE RESULTS
  12. 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. 13. Profile picture and status
  14. 14. Offline results Worldwide media coverage
  15. 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. 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. 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. 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. 19. Kenya – 28 February 2008
  20. 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. 21. Reach Out for Kenya Using social networks to promote online and offline activism April 30, 2008

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