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Clicktivism: The Next
Stage in Social Activism
How to properly utilize the new era of
Hyperconnectivity
By: Cory Turk
Photo by: Radek
Grzybowski
Or Social Media Activism
on its own does not
promote real change but
relevant Social Media
Activism coupled with a
larger campaign, can lead
to effective results.
Photo by: William Iven
2
1. What  is  Clicktivism  and  
why  it’s  beneficial
2. Failed Attempts
3. Success Stories
4. Tips  for  Success
Photo by: NASA 3
4
Part 1: What is Clicktivism?
Photo by: José Martin
Clicktivism is the use of
social media and other
online methods to
promote a cause
Photo by: Mario Purisic 5
[1]
1. What  is  Clicktivism
2. Failed Attempts
3. Success Stories
4. Tips  for  Success
We live in a world of
overexposure, where
we are unable to
properly pay
attention to one thing
for an extended
period of time
Photo by: Matthew Brodeur 6
[2]
Why  is  it  Beneficial?
1. What  is  Clicktivism
2. Failed Attempts
3. Success Stories
4. Tips  for  Success
“It takes seven to eight
exposures, on average, to
motivate someone to take
action. So any help with
awareness is a boon.”
Photo by: Gilles Lambert 7
[2]
“The goal of clicktivism
isn’t to solve problems;
it’s to bring awareness to
a cause that we
otherwise wouldn’t know
about.”
Photo by: Marc-André
Julien
8
[2]
people are on social
media. That’s roughly 7
times the population of
The United States. This
number increases by
roughly 10 million a
year.
Photo by: Jakob Owens 9
There are roughly
2.22 Billion people
on social media.
That’s roughly 7
times the
population of The
United States. This
number increases
by roughly 10
million a year.
[4]
[3]
As More and more people turn
towards social media. There is
an opportunity to spread
messages and ideas about
causes that would have been
previously impossible to spread
to the masses.
Photo by: Kai Oberhäuser
10
11
“The real power of social
media, compared to passive
mass media, is that they can
be used by any person or
self-organizing group for a
common goal.”
Be warned, you have to be careful how you go about your
cause, or nothing may happen!Photo by: William
Iven
[5]
Photo by: Cory Turk 12
was a social media
campaign designed to raise
awareness over the
kidnapping of 276 girls in
Nigeria by terrorist group
Boko Haram. 58 of them
escaped, 218 are still
missing.
Photo by: TWITTER/@FLOTUS
HTTPS://TWITTER.COM/FLOTUS/MEDIA
13
[6]
3 millionretweets were
sent using this hashtag.
Worldwide attention was
on these girls but Boko
Haram, was not going to
respect political pressure.
#BringBackOurGirls got
worldwide attention but
was not structured to
succeed since they were
targeting an unrealistic
goal.
“One year ago the world stood with a
small Nigerian community to demand
authorities “bring back our girls.” Today,
there may be no one to bring back.”
Photo by: Neil Thomas 14
[7]
[7]
The ALS Ice Bucket
Challenge and the UNICEF
Tap Project both properly
utilized clicktivism by
incorporating a larger
campaign that was tailored
towards individual
contribution and overall
tangible success.
Photo by: Olu Eletu 15
Was a social media campaign
that received worldwide
recognition and got numerous
celebrity endorsements. The
challenge was to get people to
either dump a bucket of ice
water on their heads or
donate $100.
Photo by: Elise Amendola Forbes
http://www.forbes.com/sites/matthewherper/2014/08/19/think-
the-ice-bucket-challenge-is-stupid-youre-wrong/#37d7461839b0
16
[2]
The ALS ice bucket challenge
raised tremendous amounts of
money. 15.6 millionfrom July 29
– August 18 Alone! 800% over
what was raised in the same
period last year.
ALS’ achieved greatsuccess
because they were able to involve
everyone individually and offer a
tangible and fun contribution
that helped a noble cause and
took the social media world by
storm
“The ice bucket challenge is raising
awareness by being inclusive, fun,
humorous, and touching. It is a true viral
offline/online campaign, and a great
blueprint for other nonprofits to follow.”
Photo by: Fabian Blank
17
[2]
[2]
Was a social media
campaign that raised
money by people being
unplugged. The more time
people stayed off their
devices, the more money
donated to clean water
projects. Fifteen minutes of
“digital detox” lead to a
day’s supply of clean water.
Photo by: Scott Umstattd
18
[8]
In 2014, 2.6 millionUNICEF
Tap Project participants from
around the world generated
more than a milliondollars.
Over 350,000 referrals to the
site were sent on Facebook.
success can be credited to a
cool approach to clicktivism
by encouraging people to
turn off social media. The
campaign was paired with
corporate sponsors, tangible
results, and a larger cause,
led people to feel their
individual contributions were
making a real difference
Photo by: Matthew
Brodeur
19
[8]
Part 4:
Tips for success
Photo by: Mari Pi 20
1. Pair  online  task  or  challenge  with  a  much  larger  
ongoing  campgin.  real  
Photo by: Stuart Vivier
21
[9]
1. Pair online activism with a
larger ongoing campaign.
Real world issues resonate
with people and tend to
grab their attention!
2. Promote a cause that can
lead to an actual result.
spreading awareness is
great but if you want
change, the results need to
be achievable.
3. 60% of Clictivists have
expressed their opinion on
a political issue by writing
emails to government or
signing a petition. Any
cause can be impactful,
find one you are passionate
about and go for it!
As  with  any  stand-­alone  action,  a  petition  cannot  sustain  a  
campaign by  itself  and  is  unlikely to  create  change.  But
coupled with offline actions, media, and grassroots
activism, a petition can bring new voices into a
campaign and cause effective results
Final Thoughts
Photo by: Dino Reichmuth
22
[10] [11]
1. Prosser, Nate. "What Is Clicktivism." Clicktivist - Digital Campaigning One Click at a Time.
Web. 01 June 2016. <http://www.clicktivist.org/what-is-clicktivism/>. Continous blog with
no date
2. Sharma, Ritu. "Stop Pouring Ice on Clicktivism." The Huffington Post.
TheHuffingtonPost.com, 20 Aug. 2014. Web. 03 June 2016.
<http://www.huffingtonpost.com/ritusharma/stop-pouring-ice-on-click_b_5692555.html>.
3. "Number of Worldwide Social Network Users 2010-2019 | Statistic." Statista. Web. 02 June
2016. <http://www.statista.com/statistics/278414/number-of-worldwide-social-network-
users/>.
4. "Countries in the World by Population (2016)." Worldometers. United Nations, Department
of Economic and Social Affairs, Population Division, 2015. Web. 01 June 2016.
<http://www.worldometers.info/world-population/population-by-country/>.
5. Bresciani, Sabrina, and Andreas Schmeil. "Social Media Platforms for Social Good." 2012
6th IEEE International Conference on Digital Ecosystems and Technologies (DEST). June
2012. Web. 02 June 2016.
<http://ieeexplore.ieee.org.proxy.queensu.ca/xpls/icp.jsp?arnumber=6227944>.
6. "Bring Back Our Girls." Bring Back Our Girls Now. 2014. Web. 01 June 2016.
<http://www.bringbackourgirls.ng>. continuously updated blog 23
7. Kielburger, Craig, and Marc Kielburger. "A Click Is Not Enough to Have Impact on World."
Canoe.com. 10 Apr. 2015. Web. 01 June 2016.
<http://cnews.canoe.com/CNEWS/World/2015/04/10/22337541.html>.
8. Stern, Caryl M. "In Praise of Clicktivism." The Huffington Post. TheHuffingtonPost.com, 31
Mar. 2015. Web. 03 June 2016. <http://www.huffingtonpost.com/caryl-m-stern/in-praise-of-
clicktivism_b_6978314.html>.
9. Xie, Jenny. "Pew: Online Political Activism Grows, But ‘Slacktivism’ Problem Remains." Pew:
Online Political Activism Grows, But ‘Slacktivism’ Problem Remains. Web. 03 June 2016.
<http://mediashift.org/2013/05/pew-online-political-activity-is-growing-but-slacktivism-
and-class-related-gaps-loom/>. no published date
10. Dewey, Caitlin. "How Facebook Knows Who All Your Friends Are, Even Better than You Do."
Washington Post. The Washington Post, 2 Apr. 2015. Web. 03 June 2016.
<https://www.washingtonpost.com/news/the-intersect/wp/2015/04/02/how-facebook-
knows-who-all-your-friends-are-even-better-than-you-do/?wprss=rss_technology>.
11. Moore, Garth. "When Clicking Counts: In Defense of Slacktivism and Clicktivism." ONE. 03
May 2012. Web. 03 June 2016. <https://www.one.org/us/2012/05/03/when-clicking-counts-
in-defense-of-slacktivism-and-clicktivism/>.
12. Each  photo  is  from  www.UnSplash.com ,  every  photographer   is  credited  on  their  photo.  (unless  
stated  otherwise)  
24

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Online activism may not be enough

  • 1. Clicktivism: The Next Stage in Social Activism How to properly utilize the new era of Hyperconnectivity By: Cory Turk Photo by: Radek Grzybowski
  • 2. Or Social Media Activism on its own does not promote real change but relevant Social Media Activism coupled with a larger campaign, can lead to effective results. Photo by: William Iven 2
  • 3. 1. What  is  Clicktivism  and   why  it’s  beneficial 2. Failed Attempts 3. Success Stories 4. Tips  for  Success Photo by: NASA 3
  • 4. 4 Part 1: What is Clicktivism? Photo by: José Martin
  • 5. Clicktivism is the use of social media and other online methods to promote a cause Photo by: Mario Purisic 5 [1]
  • 6. 1. What  is  Clicktivism 2. Failed Attempts 3. Success Stories 4. Tips  for  Success We live in a world of overexposure, where we are unable to properly pay attention to one thing for an extended period of time Photo by: Matthew Brodeur 6 [2] Why  is  it  Beneficial?
  • 7. 1. What  is  Clicktivism 2. Failed Attempts 3. Success Stories 4. Tips  for  Success “It takes seven to eight exposures, on average, to motivate someone to take action. So any help with awareness is a boon.” Photo by: Gilles Lambert 7 [2]
  • 8. “The goal of clicktivism isn’t to solve problems; it’s to bring awareness to a cause that we otherwise wouldn’t know about.” Photo by: Marc-André Julien 8 [2]
  • 9. people are on social media. That’s roughly 7 times the population of The United States. This number increases by roughly 10 million a year. Photo by: Jakob Owens 9 There are roughly 2.22 Billion people on social media. That’s roughly 7 times the population of The United States. This number increases by roughly 10 million a year. [4] [3]
  • 10. As More and more people turn towards social media. There is an opportunity to spread messages and ideas about causes that would have been previously impossible to spread to the masses. Photo by: Kai Oberhäuser 10
  • 11. 11 “The real power of social media, compared to passive mass media, is that they can be used by any person or self-organizing group for a common goal.” Be warned, you have to be careful how you go about your cause, or nothing may happen!Photo by: William Iven [5]
  • 12. Photo by: Cory Turk 12
  • 13. was a social media campaign designed to raise awareness over the kidnapping of 276 girls in Nigeria by terrorist group Boko Haram. 58 of them escaped, 218 are still missing. Photo by: TWITTER/@FLOTUS HTTPS://TWITTER.COM/FLOTUS/MEDIA 13 [6]
  • 14. 3 millionretweets were sent using this hashtag. Worldwide attention was on these girls but Boko Haram, was not going to respect political pressure. #BringBackOurGirls got worldwide attention but was not structured to succeed since they were targeting an unrealistic goal. “One year ago the world stood with a small Nigerian community to demand authorities “bring back our girls.” Today, there may be no one to bring back.” Photo by: Neil Thomas 14 [7] [7]
  • 15. The ALS Ice Bucket Challenge and the UNICEF Tap Project both properly utilized clicktivism by incorporating a larger campaign that was tailored towards individual contribution and overall tangible success. Photo by: Olu Eletu 15
  • 16. Was a social media campaign that received worldwide recognition and got numerous celebrity endorsements. The challenge was to get people to either dump a bucket of ice water on their heads or donate $100. Photo by: Elise Amendola Forbes http://www.forbes.com/sites/matthewherper/2014/08/19/think- the-ice-bucket-challenge-is-stupid-youre-wrong/#37d7461839b0 16 [2]
  • 17. The ALS ice bucket challenge raised tremendous amounts of money. 15.6 millionfrom July 29 – August 18 Alone! 800% over what was raised in the same period last year. ALS’ achieved greatsuccess because they were able to involve everyone individually and offer a tangible and fun contribution that helped a noble cause and took the social media world by storm “The ice bucket challenge is raising awareness by being inclusive, fun, humorous, and touching. It is a true viral offline/online campaign, and a great blueprint for other nonprofits to follow.” Photo by: Fabian Blank 17 [2] [2]
  • 18. Was a social media campaign that raised money by people being unplugged. The more time people stayed off their devices, the more money donated to clean water projects. Fifteen minutes of “digital detox” lead to a day’s supply of clean water. Photo by: Scott Umstattd 18 [8]
  • 19. In 2014, 2.6 millionUNICEF Tap Project participants from around the world generated more than a milliondollars. Over 350,000 referrals to the site were sent on Facebook. success can be credited to a cool approach to clicktivism by encouraging people to turn off social media. The campaign was paired with corporate sponsors, tangible results, and a larger cause, led people to feel their individual contributions were making a real difference Photo by: Matthew Brodeur 19 [8]
  • 20. Part 4: Tips for success Photo by: Mari Pi 20
  • 21. 1. Pair  online  task  or  challenge  with  a  much  larger   ongoing  campgin.  real   Photo by: Stuart Vivier 21 [9] 1. Pair online activism with a larger ongoing campaign. Real world issues resonate with people and tend to grab their attention! 2. Promote a cause that can lead to an actual result. spreading awareness is great but if you want change, the results need to be achievable. 3. 60% of Clictivists have expressed their opinion on a political issue by writing emails to government or signing a petition. Any cause can be impactful, find one you are passionate about and go for it!
  • 22. As  with  any  stand-­alone  action,  a  petition  cannot  sustain  a   campaign by  itself  and  is  unlikely to  create  change.  But coupled with offline actions, media, and grassroots activism, a petition can bring new voices into a campaign and cause effective results Final Thoughts Photo by: Dino Reichmuth 22 [10] [11]
  • 23. 1. Prosser, Nate. "What Is Clicktivism." Clicktivist - Digital Campaigning One Click at a Time. Web. 01 June 2016. <http://www.clicktivist.org/what-is-clicktivism/>. Continous blog with no date 2. Sharma, Ritu. "Stop Pouring Ice on Clicktivism." The Huffington Post. TheHuffingtonPost.com, 20 Aug. 2014. Web. 03 June 2016. <http://www.huffingtonpost.com/ritusharma/stop-pouring-ice-on-click_b_5692555.html>. 3. "Number of Worldwide Social Network Users 2010-2019 | Statistic." Statista. Web. 02 June 2016. <http://www.statista.com/statistics/278414/number-of-worldwide-social-network- users/>. 4. "Countries in the World by Population (2016)." Worldometers. United Nations, Department of Economic and Social Affairs, Population Division, 2015. Web. 01 June 2016. <http://www.worldometers.info/world-population/population-by-country/>. 5. Bresciani, Sabrina, and Andreas Schmeil. "Social Media Platforms for Social Good." 2012 6th IEEE International Conference on Digital Ecosystems and Technologies (DEST). June 2012. Web. 02 June 2016. <http://ieeexplore.ieee.org.proxy.queensu.ca/xpls/icp.jsp?arnumber=6227944>. 6. "Bring Back Our Girls." Bring Back Our Girls Now. 2014. Web. 01 June 2016. <http://www.bringbackourgirls.ng>. continuously updated blog 23
  • 24. 7. Kielburger, Craig, and Marc Kielburger. "A Click Is Not Enough to Have Impact on World." Canoe.com. 10 Apr. 2015. Web. 01 June 2016. <http://cnews.canoe.com/CNEWS/World/2015/04/10/22337541.html>. 8. Stern, Caryl M. "In Praise of Clicktivism." The Huffington Post. TheHuffingtonPost.com, 31 Mar. 2015. Web. 03 June 2016. <http://www.huffingtonpost.com/caryl-m-stern/in-praise-of- clicktivism_b_6978314.html>. 9. Xie, Jenny. "Pew: Online Political Activism Grows, But ‘Slacktivism’ Problem Remains." Pew: Online Political Activism Grows, But ‘Slacktivism’ Problem Remains. Web. 03 June 2016. <http://mediashift.org/2013/05/pew-online-political-activity-is-growing-but-slacktivism- and-class-related-gaps-loom/>. no published date 10. Dewey, Caitlin. "How Facebook Knows Who All Your Friends Are, Even Better than You Do." Washington Post. The Washington Post, 2 Apr. 2015. Web. 03 June 2016. <https://www.washingtonpost.com/news/the-intersect/wp/2015/04/02/how-facebook- knows-who-all-your-friends-are-even-better-than-you-do/?wprss=rss_technology>. 11. Moore, Garth. "When Clicking Counts: In Defense of Slacktivism and Clicktivism." ONE. 03 May 2012. Web. 03 June 2016. <https://www.one.org/us/2012/05/03/when-clicking-counts- in-defense-of-slacktivism-and-clicktivism/>. 12. Each  photo  is  from  www.UnSplash.com ,  every  photographer   is  credited  on  their  photo.  (unless   stated  otherwise)   24