Case Study

Working with Amnesty International on their social media effort has been very enjoyable. Pass It On Media handled this project and we have seen the Amnesty International Online Communities Team make great progress since initiating their social media strategy 8 months ago.

Amnesty International is successfully using social media to intelligently raise its brand, educate new communities on its mission, and create user generated content. This case study has two important aspects: 1) that it is a region-based effort, and 2) it features a non-profit organization.

The Client

Amnesty International’s Demand Dignity campaign aims to end global poverty by working to strengthen recognition and protection of the rights of the poor. 

The campaign demands the leadership, accountability and transparency that are essential to end the human rights violations that keep people poor.

The question is:

What does living with dignity mean to you?

The Brief

Pass It On Media were contracted to devise a communication plan that creates buzz and awareness of Amnesty international in Kenya, Nigeria and Latin America to increase visibility and exposure. This is of course with a view to driving traffic and mobilizing new activists. Getting people involved in creating and uploading user-generated content was key to our campaign messaging.

The Strategy

For this campaign Pass It On Media and Amnesty International have used social platforms such as facebook, twitter & myspace within the outreach strategy.

Another key component of the campaign was to gain influencers within Kenya, Nigeria and Latin America. These Influencers were then handed Amnesty International Online Community Volunteer status and were given relevant content to blog about regarding the demand dignity campaign.

An online toolkit was designed and produced by Pass It On Media to help Influencers and new activists become involved and create user generated content.

Contents include:

• Networking site details and how to join
• How to upload banners, videos, and photos
• How to create their own UGC
• Blog Badges for Influencers
• Information on how to become a member and give donations

Pass It On Media then conducted webinars within Kenya, Nigeria and Latin America. Influencers were invited to join in debate and also download the toolkit in order to spread the campaign message.

The Results

This campaign is currently still active and will continue to run for the entire year. 10 influencers from each region were found and have been engaging with all content seeded as well as posting their own thoughts about the demand dignity campaign on their own blogs.

8,500 voices have been added to the demand dignity campaign website from Kenya, Nigeria and Latin America so far.

“Word of Mouth aided us in understanding our human rights impact online and were quite innovative to apply "brand awareness" to human rights. Social media helped us to engage with the capacity to build relationships with people across a typically divided digital landscape and helped empower local neighbourhoods from afar.”

Jennifer Bilec –Sullivan Project Coordinator – Online Communities and E-Activism, Amnesty International