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New media outreach for NGOs: a case study on the US Campaign for Burma

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Audubon McKeown D.
Audubon McKeown D.

The United States Campaign for Burma (USCB) uses new media and online outreach strategies to advocate for freedom in Burma and put pressure on the ruling military junta. Their strategies include distributing user-generated content, leveraging celebrity support in online video campaigns, utilizing social networks to organize spontaneous actions, and communicating with supporters through both online and offline methods. While some of their initiatives have been successful at raising awareness and gaining new supporters, USCB also faces challenges in managing an expanding amount of user-generated content, promoting their media strategically, and maintaining supporter involvement over the long term given limitations on staff and resources.

TechnologyNews & Politics
1 of 15
New media for organizational advocacy Audubon Dougherty Media in Cultural Context MIT Center for Future Civic Media Fall 2008 Case study on the United States Campaign for Burma
What USCB does ,[object Object],[object Object],[object Object],[object Object],The mission of USCB is to build a broad based coalition of grassroots and institutional support for freedom in Burma.
Outreach activities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measuring success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Who I talked to THELMA YOUNG Former campaigns coordinator for USCB NICKIE SEKERA Northeast regional coordinator and board member SAM GREGORY USCB board member & WITNESS program coordinator
What works ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Challenges ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
(pros & cons) ,[object Object],[object Object],[object Object],[object Object],[object Object]
The (viral) video campaign 30 days for a million voices. Burma: it can’t wait. ,[object Object],[object Object],[object Object],[object Object],http://www.youtube.com/user/uscampaignforburma
(pros & cons) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
(pros & cons) ,[object Object],[object Object],[object Object],[object Object],[object Object]
(pros & cons) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
(pros & cons) ,[object Object],[object Object],[object Object],[object Object]
(pros & cons) ,[object Object],[object Object],[object Object],[object Object]
Lessons ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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New media outreach for NGOs: a case study on the US Campaign for Burma

  • 1. New media for organizational advocacy Audubon Dougherty Media in Cultural Context MIT Center for Future Civic Media Fall 2008 Case study on the United States Campaign for Burma
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  • 5. Who I talked to THELMA YOUNG Former campaigns coordinator for USCB NICKIE SEKERA Northeast regional coordinator and board member SAM GREGORY USCB board member & WITNESS program coordinator
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