Project Overview Imagine No Malaria, an extraordinary effort of the people of The UnitedMethodist Church, puts faith into action to end preventable deaths by malariain Africa. Imagine No Malaria’s comprehensive model fights malaria’s burdenwith prevention, education, communication, treatment and advocacy. Imagine No Malaria (INM) leveraged the opportunity to raise awarenessthrough a mobile text campaign during the denomination’s GeneralConference on April 24 – May 2, 2012. Coincidentally, April 25 is World MalariaDay. General Conference is the top policy-making body of The UnitedMethodist Church, which meets once every four years. The conference, madeup of clergy and lay delegates from all over the world, can revise church law, aswell as adopt resolutions on current moral, social, public policy and economicissues. The outcome of the text campaign was successful, as evidenced by data—significantly raising the profile of INM among United Methodist leadership andU.S. policymakers.
Strategic Objective Secure affirmation and support from General Conference delegates Build awareness for Imagine No Malaria by sharing positive results of the initiative
Goals Inform church leadership that INM is a successful ministry by illustrating its life- changing impact in Africa Deliver simple call-to-action: "Text SWAT to 27722 and sign the petition to save lives" A 5% conversion rate of signatures on the petition
Mobile Campaign Strategy By leveraging the impact of this globalconference, Imagine No Malaria can engagethousands of church leaders to build support inthe common international medium of textmessaging. With the creation of this mobile campaign,subscribers can electronically sign a petition toshow widespread support and generateexcitement about INM’s efforts and success. It isimperative to communicate this life-saving workto General Conference’s audience of key decisionmakers so that the work continues.
General Conference Videohttp://www.youtube.com/watch?v=rmlMirox8bo&feature=youtube_gdata_player
Target Audience United Methodist Church leadership consisting of elected lay and clergy delegates to General Conference General Conference visitors
Call-to-ActionMobile Campaign:Support the fight against malaria. Text “SWAT” to 27722to sign the petition to save lives.This petition raises the voice to show church leaders,malaria partners and elected officials in Congress thereis widespread support for this effort and urge action.
Execution The Imagine No Malaria mobile campaign utilized a multi-tieredapproach for delivering its call-to-action. Target audiences wereengaged through three main channels: print, online andexperiential (guerilla) marketing.Print:Paid and earned advertising through United MethodistpublicationsOnline:ImagineNoMalaria.org, YouTube, Twitter, FacebookExperiential:Tradeshow booth, costumed door greeters and flash mob
Use of Mobile• Due to the global nature of General Conference, we selected mobile as the call-to-action medium because it creates a common language for all delegates—including the 30-40 percent who traveled internationally to attend. Mobile is the easiest and most inexpensive way to communicate with those in developing nations who do not have access to email.• INM previously utilized mobile for fundraising. This was the first time to use it as an advocacy tool.• Initial conversations with our mobile provider were greeted with excitement as they worked with us in an innovative way to engage our audience.
Advertising Outcomes Leading up to General Conference, paid and earned advertising was placed in United Methodist publications that targeted to delegates. Interpreter, New World Outlook, United Methodist Reporter (special insert) Total Reach: >600,000
Support Tactic: Website Imagine No Malaria site asks to Text SWAT and sign the petition. Read full article.http://www.imaginenomalaria.org/2012/04/19/please-help-swat-malaria/
Support Tactic: Social Media More than 89,000 posts on Twitter and Facebook
Support Tactic: Skeeter Greeters World Malaria Day Goal: To be the first face delegates encounter on World Malaria Day (April 25) and present call to action immediately. Execution: 10 staff members dressed as giant mosquitoes created a memorable presence while providing information, dinner event invitations and mosquito swatters with “Text SWAT” imprinted on them to delegates and visitors entering the Tampa Convention Center.
Support Tactic: Skeeter Greeters World Malaria Day
Greeters Results More than 1,500 mosquito swatters weredistributed to conference attendees as theyentered the convention center. Each swatterwas imprinted with the “Text SWAT to 27722”call-to-action.
Support Tactic: Tradeshow BoothGoal:To engage with delegates and visitors, share INM’s impactand success and raise awareness by providing interactiveelements that encouraged participation in the call-to-action.Execution:Visitors were invited to grab a mug from a giant wall of coffeemugs imprinted with Text SWAT to 27722. Staff encouragedvisitors to participate in the call-to-action. The visuallyengaging experience provided opportunity for conversation.Other booth elements included a bed net display, videomonitors, success examples, campaign case elements andresources.
Booth Results More than 2,000 campaign-branded coffeemugs and 2,000 mosquito swatters weredistributed in 10 days. It successfully achievedthousands of impressions with hundreds ofvisitors and renewed relationships with regionalstaff as well as newly interested supporters.
Support Tactic: Video & Flash MobGoal:To deliver a memorable message of INM’s successand its unique ability to revitalize the church whileurging continued support by texting to sign thepetition.Execution:Presentation began with an informational video asthe flash mob invaded the main floor of theconference. At the end of the flash mob, a screenpresented the call-to-action.
Flash Mob Results• The five minute presentation changed the pace and tone of the morning’s session and generated “buzz” from delegates. The call-to-action was featured on participants’ t-shirts and within the accompanying video.• The performance received media attention with coverage on Tampa’s FOX and ABC affiliates during the April 25 news cycle.• The easy call-to-action was received positively by the audience, which increased results.
United Methodist News Service Read Full Articlehttp://www.imaginenomalaria.org/2012/04/26/gc2012-a-focus-on-world- malaria-day/
Budget Two hundred dollars a year were invested inbuying the keyword SWAT. United MethodistCommunications, INM’s supporting agency,utilized its existing mobile platform in aninnovative way and invested dollars to promotethe campaign.
Compliance and Best Practices• United Methodist Communications ensured respectful use of the mobile medium.• A two-step process was implemented for subscribers to complete the signature. Contact information was only added to INM’s database after they submitted the second time.• Subscribers were given the option to provide email addresses (and many did!), providing another way to interact post-campaign.• TxtSTOP to end. Msg & Data Rates May Apply accompany the message.• Messaging to subscribers is in compliance with MMA guidelines. To avoid spamming, post-campaign communication remains relevant and only used when necessary.
Overall ResultsAdvocacy (SMS campaign) Text SWAT: 520 unique completed signatures (20% of target)Awareness Booth Traffic – approx. 5,000 different visitors Point reach – More than 600,000 impressions Social Media – at least 89,000 posts (Facebook & Twitter) Website – 8,600 unique visits (4/24-5/4) covering 71 countries (16 in Africa)Fundraising (not a stated goal) Text MALARIA $1,190 General Conference Worship Offering $15,000
Imagine No Malaria Showcases Success Read Full Articlehttp://www.imaginenomalaria.org/2012/04/25/imagine-no-malaria-showcases-success/
Petition Results The results of petition support made its way to theUnited States Senate. On July 11, 2012 the U.S.Senate agreed to a new resolution supporting thegoals and ideals of World Malaria Day, including thetarget of ending malaria deaths by 2015. Read the full story here.http://www.imaginenomalaria.org/2012/07/11/u- s-senate-passes-malaria-resolution/