The document summarizes a social media campaign called #SahelNOW run by UNICEF UK from April 12-26, 2012 to raise awareness of the food crisis in Africa's Sahel region. Over 6,000 stories were generated about the crisis during the campaign. The number of stories increased significantly after pop star Selena Gomez promoted the campaign on her social media, amplifying its reach. Traditional media coverage of the crisis also increased during this time, with over 40 news stories published in the second week.

1. #sahelNOW
Laila Takeh @spirals
Head of Digital Engagement @unicef_uk

2. What?
Stats from April 2012

3. Storify summary: http://bit.ly/HLE2Wx

5. How it worked

6. Estimated Number of Stories
6,000
5,500 Start of End of
Campaign Campaign's Amplified by
5,000 1st Week Selena Gomez's
Social Media
4,500
Outreach
4,000
3,500
3,000
2,500
2,000
1,500
1,000
500
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11
13
15
17
19
21
23
25
27
29
26
28
30
#UNICEF #Sahel #FoodCrisis #Malnutrition #SahelNOW

7. Targeted Traditional Media Coverage
Number of Stories Favorability Rating
45 90
83 85
40
80
75
35 73 75
71 70
69 68 69 69 69 70
30
65
25 60
55
20 Neutral
50
45
15
40
10 35
30
5
25
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March 26 - April 2 April 3 - 10 April 11 - May 2 N Favorability Rating

8. Thanks
• Work with your
network/s
• Be simple & direct
• Timing is important
@spirals
@unicef_uk