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Harnessing digital to tackle the Nigeria mines crisis at parliamentary level

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Vimal Patel - FARM Digital - Relay by Raw London - Thursday 15 November 2018

Published in: Marketing
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Harnessing digital to tackle the Nigeria mines crisis at parliamentary level

  1. 1. Mines Advisory Group: harnessing digital to tackle the Nigeria mines crisis at parliamentary level Vimal Patel Founder FARM Digital
  2. 2. Mines Advisory Group - MAG Harnessing digital to tackle the Nigeria mines crisis at parliamentary level
  3. 3. FARM Digital • Digital agency owner • Specialising in non-profit and charity sector • Clients include MAG, The Brain Tumour Charity, Dogs Trust
  4. 4. Landmine Crisis In Nigeria • Background • Women, men, children being killed and injured by landmines and unexploded bombs in Nigeria • Highest number in the world • Threat is going unseen
  5. 5. Landmine Crisis In Nigeria • International crisis planning does not prioritise the response to new landmine use in Nigeria • Today, more than 1.8 million people in the north-east have fled their homes to escape the violence • Action must be taken to protect the people
  6. 6. https://www.youtube.com/watch?v=SJHPyRSksZM
  7. 7. Campaign Objectives • Ask the Nigeria All Party Parliamentary Group (APPG) to make a statement in the UK Parliament asking for the new landmine emergency in Nigeria to be included as a priority in all humanitarian response planning. • Engage warm audience with an action ahead of the September appeal by asking them to take an action for Nigeria and sign a letter to the APPG.
  8. 8. Campaign Objectives • Generate 750 new prospective supporters with email addresses and opt ins through Facebook advertising asking members of the public to sign a letter to the APPG. • Grow MAG’s digital audience (website and social media) and increase MAG’s public profile
  9. 9. Campaign Solution • Dedicated microsite https://nigeria.maginternational.org/ • Online petition & letter template • Social sharing • Donation integration
  10. 10. Campaign Marketing • Email Marketing • Pay-per-click advertising (Facebook) • Social Media Marketing
  11. 11. Campaign Results • 2,179 signed petition • 1,128 new supporters opted-in to MAG communications • Major media coverage in The Guardian • Petitions delivered to Kate Osamor MP - but we will not know the impact until later in the year or early next year
  12. 12. Thank you for listening Questions?

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