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Amnesty UK: social media and Burma
- 2. Our idea? Radios The definition of broadcast media Access to independent information is vital in a dictatorship with strict media censorship
- 3. Launch June 2010 Would it work? People identified with buying an actual product rather than donating to a fund. Exceeded our target of 4,000 radios. Large number of people that hadn’t donated before and a lot of visitors coming from Facebook and Twitter.
- 4. Phase Two October 2010 Thank you feedback. Timed for maximum exposure. Buy one get one free. Experimented with text.
- 5. Did it work? Over£175,000 and distributed 14,000 radios distributed across Burma. Initialpost generated 308 re-tweets and 106 comments 82% of sales were via emails and social media. More than 2,000 people went on to take an appeal action after they bought a radio.
- 7. Lessons Email: Supported by a well planned series of emails Discussion: Campaign provided a space (PTH blog) for people to discuss the campaign, ask questions, raise concerns and add their approval Innovation: Different, particularly for a charity – garnering support and interest from further afield. The level of interest was particularly impressive for the fundraising component Film: High quality films supported every stage of the campaign from introduction, feedback and wrap-up. Time bound: specific and not too distant moments which the campaign could focus on providing urgency and maintaining attention. Feedback: provided tangible, timely and engaging feedback.